With all the data that is out there about how digital ads perform, has anyone actually used any of that information to create better ads? Apparently not. Back in 2005, CNET did a landmark study identifying the best approaches to online advertising. Yet five years later, virtually all the ads are still making these same mistakes. Maybe that’s why so few people even notice them. Buck the trend. Learn from the past, Grasshopper, and don’t make these same mistakes.
Here are the 7 mistakes advertisers/creatives make in a nutshell.
1. They are too complex. In short: Keep it simple.
2. They take too long to get to the point. No build ups.
3. They are ambiguous. Advertising effectiveness and uncertainty are usually mutually exclusive.
4. They are visually bland — or, worse, ugly.
5. They use Flash for the sake of Flash — not for a clear purpose.
6. They are often difficult, if not impossible, to read.
7. They are bereft of benefit statements.
The entire article by Philip Sawyer, appears in Ad Age and it’s definitely worth checking out.