Animation Business

HOW NOT TO DO. ABOUT SLOW LOADING, BANNER BLIND AND DYNAMIC CREATIVES

The end of the year is a great time to take stock of the outgoing year and try to predict what awaits us in the next.

I would like to write about a year full of victories, but who is interested in reading about someone’s success? Let me tell you about the bruises we got into Clickable this year so you don’t get them next year.

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The end of the year is a great time to take stock of the outgoing year and try to predict what awaits us in the next.

I would like to write about a year full of victories, but who is interested in reading about someone’s success? Let me tell you about the bruises we got into Clickable this year so you don’t get them next year.

Since we are a creative design studio, our mistakes are mainly related to creativity and design. And with the food delivery men. Have you ever eaten Olivier mixed with soup? No? I advise you to try it if you like okroshka.

HOW NOT TO DO. ABOUT SLOW LOADING, BANNER BLIND AND DYNAMIC CREATIVES

That’s it, no more fluids in the article, I promise. Let’s get back to the design.

This year was rich in orders for advertising campaigns, in particular, banner advertising. We will talk about it further.

Bruise first

Optimize the loading speed of pages that are densely filled with animated creatives

According to a 2018 SEO Academy study, the optimal page load time is less than two seconds. If the loading speed of a web resource decreases by only 200ms, this leads to a decrease in the number of clicks by 36%.

The customer asked us to help create a site for a popular, in some circles, game. This page was supposed to display about a hundred animated elements – chests of different styles. It didn’t take long to make such a page, but its loading speed left much to be desired.

HOW NOT TO DO. ABOUT SLOW LOADING, BANNER BLIND AND DYNAMIC CREATIVES

In the first version, it took more than five seconds to load. It was impossible to show this to the customer.

Research into the issue in the domestic media space has not yielded any special results, so if you are from a creative studio like ours and are reading this article, here’s a life hack. After a joint brainstorm with the developers, it was decided to make HTML creatives on the page in base-64.

We made a database with graphic elements, each of which was assigned its own value in the code. These elements have a fixed position value, that is, the chest will always be in one place, and the objects and effects are in pre-selected fixed places. This approach gives the fastest load times, regardless of the number of elements on one page.

HOW NOT TO DO. ABOUT SLOW LOADING, BANNER BLIND AND DYNAMIC CREATIVES

Second bruise

Banner blindness, lack of user engagement

I would like to apologize right away to the reader for taking this bruise for themselves. We need to clarify. This bruise is not only ours – it is common. And the methods of fighting for user attention cannot be said to be unique – change the location of banners, creatives and you will be happy.

Some statistics from Business Insider:

The very first banner ad had a click-through rate (CTR) of 44%, while modern ones get an average of about 0.06%.

Only 14% of users remember ads.

About 50% of clicks on banners from mobile devices are random

8% of users make 85% of all clicks

According to the theory of probability and research from Business Insider, you are more likely to hit a full house in poker, win the lottery, parent twins, survive a plane crash, than click on a banner.

But despite this, banner advertising is growing from year to year.

HOW NOT TO DO. ABOUT SLOW LOADING, BANNER BLIND AND DYNAMIC CREATIVES

One of the solutions that we use to increase user engagement and increase banner click-through rate is a playable banner.

This format is the most popular for the CPI model and the Games and Gambling industries in particular, according to the Marketing Charts study based on data from the advertising agency AdColony.

HOW NOT TO DO. ABOUT SLOW LOADING, BANNER BLIND AND DYNAMIC CREATIVES

Here is one example of how we increased CTR several times by replacing static with playable.

HOW NOT TO DO. ABOUT SLOW LOADING, BANNER BLIND AND DYNAMIC CREATIVES

Bruise third

The need to redraw the same banner with different data

Thinking about profit is critical for any company. But no modern team is viable without taking care of customers and their employees. No matter how trite and hackneyed it sounds, many people forget about it.

Our regular customers order hundreds of banners every month. And not all of them require an interesting and unique design. Most of them just need to correct the name of the teams, the score of the match, the direction for travel, etc.

For the client, this means increasing costs, and our designers were not interested in doing monotonous work.

Rereading this article to find the missing punctuation marks (and I’m sure an attentive reader will find a few of my omissions), an unpleasant thought crept into my mind. I wanted that next year, I had no fewer bruises, but more difficulties and obstacles. We have grown ahead this year thanks to them.

HOW NOT TO DO. ABOUT SLOW LOADING, BANNER BLIND AND DYNAMIC CREATIVES

Having studied the problems and modern trends, we began to implement feed creatives. Connecting creatives to the database and dynamic substitution of typed values ​​allow you to create a promo that replaces the creation of a huge number of static counterparts. While the format of these creatives is not limited, it can be both banners and landing pages, page branding, etc.

Rereading this article to find the missing punctuation marks (and I’m sure an attentive reader will find a few of my omissions), an unpleasant thought crept into my mind. I wanted that next year, I had no fewer bruises, but more difficulties and obstacles. We have grown ahead this year thanks to them.


Источники:

  1. https://www.ironpaper.com/webintel/articles/banner-advertising-stats-and-trends-for-2017
  2. https://www.businessinsider.com/its-more-likely-you-will-survive-a-plane-crash-or-win-the-lottery-than-click-a-banner-ad-2011-6?IR=T#-1
  3. https://www.marketingcharts.com/digital-42087
  4. https://www.marketingcharts.com/digital/mobile-phone-81668/attachment/adcolony-app-publishers-most-exciting-app-install-format-dec2017

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