When digital advertising fails, do not blame the medium without analyzing if the design of the ad is in line with it.
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.
Much too often, advertising designers emphasize visual appeal too much, forgetting the most important: efficiently communicating a message.
And that translates into wasting money. With the crisis forcing us to reduce costs in every front, we must demand results from our advertising investment.
If they tell you "What a beautiful ad!", and ask you "Who's your designer?", then you should worry.
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