The value of an ad is determined by how well it generates conversions and brand awareness. In 2010, Dataxu, a demand side platform specializing in media buying, ran a large-scale test and found that creatives are the most responsible determinant of conversions. Today, consumers are using multiple devices, whether it is an iPhone, Android, iPad, or computer and advertisers must be able to deliver a consistent high quality brand experience on each of them.
It’s no longer enough to be “mobile first.” You have to be thinking multi-device. So, we’ve put together a guide to building creatives that work seamlessly across platforms and devices. From concept to implementation there are multiple factors to think about including the number of designs, the number of formats, and the number of sizes you have to make.
Designs – How many designs should you run for an ad campaign? One specific brand message for consumers requires only one set of designs. However, if you’re trying to drive conversions or find messages that resonate with consumers, you need a lot more. [Read more…]