The Potential Power of Digital Creative: Providing marketers the roadmap to create compelling digital ad units

This paper reports on research by AOL in the United States that investigates the most effective ad formats for shifting key brand metrics, the impact of different devices on ad format effectiveness and consumers' expectations of ads on their mobile devices.

The Potential Power of Digital Creative: Providing marketers the roadmap to create compelling digital ad units

Cortney Henseler, Matthew Sharp, Samuel Kim

Introduction

Digital media spend continues to grow significantly, particularly in video and mobile, but creative is generally a confusing afterthought when marketers are planning a digital campaign. The ad industry provides a range of options from basic banners, to pre-roll units, to interactive ads but there is a lack of clarity around which digital ads actually best engage consumers and communicate the intended message across platforms. With this research, we are able to provide clear direction to marketers...

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