Banner combinations are tricky ones. Mainly because of positioning, the coordination with the media and of course, the adserver hosting. Especially if you combine different creative formats. Today my example is a simple one (no format combination) with a sloppy execution.

 

Focus on the prizes flying from the left skyscraper to leaderboard and to the right skycraper.

 

You buy banner combinations based on time. That’s because media cannot rotate it with another banner combination so you cannot buy it based on ad views.

The moment of the shot is 8:30pm which means it has been running all day like this. One of the most important positive feature of online advertising is that you can edit your campaign in adserver whenever you want and it will go live in up to 30 minutes (depending adserver you use).

Again, I saw the creatives of this campaign on almost all major portals. It’s so sad that the agency didn’t pay attention for the details. I am pretty sure when they presented the plans, the transition between the ad units was perfect (not talking about the layout, online the animation). And you know, for these things primarily the agency is in charge, then the media and at last the advertiser.

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