Even Online, it's Location Location Location

Dean Donaldson writes in AdAge Digital about how that old-school marketing maxim - Location, Location, Location - still holds true, even in the new frontier of online advertising:

Historically, we create ads in an assortment of shapes and sizes and stick them everywhere, only to find ourselves surprised when the same creative generates a range of results across many environments. It's relatively obvious, actually: Surely the impact of a piece of creative that works effectively in one in environment will differ -- sometimes radically -- when placed in another.

This article has a great set of guidelines for where you should try and place your online ads, depending on what you want the viewer to do.


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