7 Mistakes in Digital Advertising

When digital advertising fails, do not blame the medium without analyzing if the design of the ad is in line with it.

Thursday, January 28, 2010

Phillip W. Sawyer writes in an article in Advertising Age that the effectiveness of an online campaign can be seriously hampered by mistakes made by designers who do not know the specific requirements of digital communication.

Sawyer lists 7 key mistakes when designing online advertising, identified after extensive research.

1. They are too complex.
2. They take too long to get to the point.
3. They are ambiguous.
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.

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