Online Advertising

The first thing to understand is some of the lingo. CPM really means the cost for 1000 impressions (M as in mille) or amount of times your ad is loaded in front of a user. For specific genre websites that have targeted demographics this can be high ($30 CPM or more), whereas for more generic sites, the cost can be very low (pennies CPM).

The second thing is to forget about that glossy Vogue ad. Online ads should be functional, grabby, quick to message (1/3 second is the amount of time to get the message out) and have a key call to action. CLICK NOW works well. The prettiest ad may win an award, but will not get you a good click through rate.

Balance what you want with the fact that ads have ceilings in file sizes. More animation in a GIF means more file size. More photo art or (ugh) photo animation in a Flash file means more file size. Ad Networks like stuff around 15 - 25k. Most of the ads coming in the inbox for fixing these days have simply built without online advertising constraints in mind. The result from the lack of experience is rejected ad collateral and low returns.

Todd V. Yeadon, LGDC, BSc. has produced over 500 online advertisements, which have measurably increased traffic in click through rates over replaced ad collateral and achieved rates as high as 3% CTR. Average rates on ads rate around 1.5% on ads produced. This compared to a 0.8% rate considered successful. All ads met or exceeded network criteria and were built as animated gifs or Flash.

To sit on the edge of both design and technology is the mandate of graphic designer Todd Yeadon." - Sympatico Netlife Magazine