Online Advertising

With online ads, it’s a little more challenging to impart value. You’ve got to serve a higher level of engagement in the ad, but you can impart value through the rest of the organic ecosystem via utilities and content. So, spend your energy on the creative elements of online ads, including the storytelling, and focus on being able to engage the user. Again, while your online advertising needs to be in alignment with the brand, this is the one area where you don’t need to be as serious. You can have a bit of fun. Reach out to your core in places that they wouldn’t expect to find you. Many studies have shown that advertising out of context can be much more effective because your ad will be differentiated from the rest of the noise on the page.

There are specific things you can do with online ads that are more effective. For example, in scene one you can do an engagement, in scene two give a punch line, and then in scene three have a call to action. That pattern has proven successful in online advertising. Just keep in mind that you need to maintain a very high level of engagement in online advertising.