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.
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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