Branding: Five tips for better creative

1. the design must fit the targetIntegrate interactive features into the creative that match your brand and campaign objectives. For example, the user can explore the new sports shoe directly in the advertising material in a video gallery or with the help of a zoom function. The rule here is: never use more than two interactive elements so that the advertising material does not appear overloaded and the user does not know what to try out first because of all the possibilities.2. the intro should attract more attentionArouse the user's curiosity as soon as the ad is launched. This increases the likelihood that they will engage with the ad. This leads to high interaction rates and long dwell times, both on the advertising material and later on the landing page. Animations, such as an image that bursts off the screen, a short video, transparent overlays or high-impact images of people or products, have positive results.3. the content must be clear and focusedUsers are overloaded with content on the Internet. They see several thousand advertising messages per day. Therefore, convey your advertising message as quickly and as forcefully as possible. The length of the main text in the advertising material should not exceed twelve to 15 words for desktop ads and eight to ten for mobile ads. Each line of text must be strong enough to stand on its own. The brand name and logo should be displayed frequently in the advertising material.4. call-to-actions are crucialIn addition to the presentation of the advertising message, the call to action in the creative is just as important. Formulate the call to action as precisely and briefly as possible and make sure that it matches the performance targets of your campaign exactly. Include it in a prominent position in the advertising material. If the call-to-action is always visible in the ad, it is more likely that the user will actually carry out the desired action.5. give the user choice and controlAccording to studies, users react more positively to advertising media if they have a choice and control options. Integrate interactive features that users have to activate themselves, for example videos, image galleries or gaming elements. This allows them to decide for themselves how they experience the advertising and how much or whether they want to interact.Jörg Schneider, Country Manager Germany, Undertone: "The aim of every brand should be to offer consumers an interactive, entertaining and, above all, relevant advertising experience. The more decision-making options the user has, the more likely they are to engage with the advertising content. Control for the user, relevance of the content and entertainment are added values that also counter the trend of growing adblocker use. If a positive emotion is conveyed, the foundation is laid for successful brand recall and the final purchase decision."