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Creative guidelines

Our re:connect study looked at appeal and targeting of a range of online ad formats. It also presented the industry with researched examples of best practice creative planning guidelines.

For the first time, these guidelines have been published to aid advertisers and planners in creating a more positive appeal to online ad formats. 

Orange is conducting its own investigations into how the re:connect findings are integrated into internal guidelines. However, it is important to note that the following guidelines are to give recommendations based on independent research. They do not constitute creative specifications for advertising on the Orange portal.

It is intended that the following recommendations will contribute to improving the impact of the advertising message delivered. This will promote a more positive appeal to the format exposed to, therefore improving campaign results such as those for response or awareness.

Pop-up
Check media owner policy on pop-ups: If controls exist to prevent overuse of pop-ups on a site/portal, then user base is less likely to be suffering from wear out

Creative needs to enhance perception of quality: Perception among users that pop-ups are cheap to buy

Keep file size small: Measures need to be put in place to ensure pop-up downloads quickly. User associates pop-up download with slowing page download

Only buy targeted inventory: When pop-up is relevant to environment or target audience, it appears less intrusive as if bringing a relevant message to users attention

Banner/Button/Skyscraper
Success will rely on creative strength: Passive formats sit within a user's 'mental block out zone'. Creative will impact on visibility.

Use animation: Impact is heightened when passive formats contain animation beyond normal rotation of images

Use 'real' rather than cartoon images: Consumers like to relate to real people and the real world. Cartoon images can also look cheap unless of a very high standard

DHTML
Use obvious close buttons: User less likely to hurry to close ad when they have control. They will watch ad rather than search for the close button

Ad should time out, particularly for cursor chasers: An animation running freely around the page or chasing a cursor will annoy user with time

Consider technical limitations such as file size and sound: Not all users use speakers when online (even if owned) and heavy file sizes slow experience of DHTML

Support with static formats if DHTML times out: If DHTML closes, users like to have opportunity to follow up

Expandable Banners
Check layout of pages: Ensure format does not cover key navigation or content areas as it may then appear more intrusive to a user

Use a call to action such as ‘roll over for more information’: If it expands accidentally without a call to action, users find this format extremely intrusive

Overlays
Avoid large overlays: Larger overlays, such as full page, are deemed to be more intrusive

Avoid long creative: Again, longer ads are seen to be more intrusive

Use obvious close buttons: When buttons are obvious, users are more likely to watch creative than search for the close button initially

Consider semi-transparent creative: When user can still see page underneath, then psychologically the format doesn’t feel as intrusive

Support with static formats if overlay times out: If Overlay closes, users like to have opportunity to follow up

Sponsorship
Promote an association through relevance or theme: If the brand is not relevant to the environment, create a theme or association. Users often disregard sponsorship presence as being merely 'clickable links'

Extend association as far as possible: Beyond the sponsored environment through signpost advertising, co-branded editorial, etc.

Transitionals
Control Ad length: This format can feel like an 'ad break' so this association needs to be controlled

Use in environments relevant to brand or target audience: Targeting is necessary to remove perception of intrusion. Also consider environments where richer ads are expected such as entertainment and those targeted at men and 16-34s

Support with static formats: This gives the user an opportunity to follow up as transitional ad length is very short.

Using Video Streaming
Target to Broadband connections only: Broadband users will be able to appreciate the quality of the ad due to faster connection

Offer user the option to play, stop, pause and mute the ad: Users don't want the internet to be like TV

Limit ad length: Remember that users go online to use the Internet, not watch ads

Allow the user to understand message if they don't have sound: Not all users have speakers or switch them on when online

Source: re:connect, Simons Priest & Associates, May 2003

For more information on how re:connect and effective creative targeting contact our research team on 0870 373 5543.