The Tribune

What is it that makes a good advertisement? Is it the pictures and video? Is it what is written or said? Is it the creative elements that cause you to feel something after you have been exposed to it?

I believe that a good advertisement is one that is written and designed to emotionally connect with its target audience. Once connected, your advertisement’s rhetoric strongly persuades the consumer to want the product or service. Ultimately, the individual recognises a need for it, and feels a sense of urgency until the purchase is made.

This is easier said than done. When you are competing for advertising space, there is little room for mediocrity. Anything short of disruptive, or highly targeted, advertising ends up falling short. Here are some advertising-related statistics that will acquaint you with the industry of today.

For example, it was reported in 2015 that digital ad blocking grew globally by 41 per cent, with around 90 per cent of TV viewers “always skipping” ads on DVR. Adobe reports that only 8 per cent of people pay attention to online ads, with the figures standing at 16 per cent for radio ads and 14 per cent for billboards. Ads in apps and games bottomed-out at 5 per cent.

There exists a wide range of advertising styles, and all are appropriate depending on the product or service that is being offered. With that in mind, here are some things that, if done correctly, will improve the quality and response to your next ad:

Compelling Hi-Res Visuals:

After experimenting with the effectiveness of online imagery, Dan Zarrella of Hubspot reported a 37 per cent increase in engagement was experienced when Facebook posts included photographs.

Yes, visuals are one of the first things people look at when viewing an advertisement. In advertising, the old adage “a picture is worth a thousand words” really holds true. For example, you can probably think of some advertisements you have seen which are mainly just an image with little text. The ad visual should complement the headline, copy and overall message.

Effective Headline

Digital advertisers are in the business of capturing attention. Though you may have put hours, weeks or even months into preparing the content that is behind the click, your headline is what must compel them to do so.

Research also reveals that “it now takes people on average about eight or nine seconds to find the result they want”. Alarmingly, “80 per cent of readers never make it past the headline”.

People search the Internet with impulsiveness and impatience, and they are anxious to get from A to B as fast as possible. They reserve their focus for the destination, not the journey. So it would make sense for us to create headlines that cater to our naturally click-happy audience.

Since headlines are the first thing your viewer pays attention to, your headline should be attention-grabbing and also encompass the overall message in a short sentence.

Headlines can be thought-provoking, strictly informative or humorous. Effective headlines have one thing in common: they all leave their reader wanting more.

Well-written copy

If your headline and visuals have been effective enough to keep viewers reading, well-written copy will be the next aspect of your advertisement that will compel viewers to take action. If it is true that 80 per cent of users never make it past the headline, that means 20 per cent do.

So, what now? Advertising copy should be creative, concise and easy to read, but also compelling and relevant. Avoid using jargon or excessive information that does not contribute directly to the overall message of the advertisement.

Calls the Viewer to Action

Your advertisement’s call to action should be well thought-out and defined, and ensure your contact information is clearly visible and not surrounded by clutter.

A call to action is defined as something in the advertisement that gives them an incentive to call or contact you now.

Remember, without a strong call to action, your advertisement probably will not achieve the results you are expecting. Until we meet again, fill your life with memories as opposed to regrets. Enjoy life and stay on top of your game.

• NB: The columnist welcomes feedback at deedee21bastian@gmail.com

ABOUT THE COLUMNIST: Deidre Marie Bastian is a professionally trained graphic designer/marketing co-ordinator with qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of the Bahamas, Nova South Eastern University, Learning Tree International, Langevine International and Synergy Bahamas.