Banner backups (GIF/JPG) – text readability
No Comments on clicktagDo you have problem: Low-readability?
Solution: Change font smoothing in photoshop.
Try this (adobe photoshop CS4 interface) and find the best smoothing option:
Choose font smoothing
(None, Sharp, Crisp, Strong, Smooth)
Depending on factors like font, background, font size, font color , you have to choose the best option.
Closer look
Always try different options, sometimes sharp will be too pixelated, smooth will be too blurry.
Tags: gif (file format) > gif backup banner > jpg > lossless (GIF/PNG) > png > readability
Adobe Flash Player Version Penetration December 2008
No Comments on clicktagUse swf version 8 (more than 98% world wide penetration) instead of swf version 6
Always re-check technical requirements anyway!!! And don’t forget about gif/jpg backups!
for simple banners and rich media banners.
Most ad-networks support swf v8
Source: ADOBE FLASH v PENETRATION
Worldwide Ubiquity of Adobe Flash Player by Version – December 2008
Tags: adobe flash > banner > flash > production > swf > version
CTR – Click Through Rate
No Comments on clicktagClick-Through-Rate (CTR)
The number of times a link is clicked on divided by the number of impressions. Main Performance Indicator for Online ads.
For example CTR 1% = 1000 impressions and 10 clicks
CTR = clicks/Impressions*100
Or simple formula in excel:
Excel formula
Tags: ad-network > ad-server > advertising cost model > CPA > CPC > CPL > CPM > CPT > CTR > google adwords
Banner Burnout = Decreasing CTR
No Comments on clicktagThe same banner or banner slot or banner campaign – looses CTR during time.
Ad unit burnout:
For example banner 728×90 Leaderboard, FFW – Flat Rate Week ad placing model:
Online Campaign Burnout:
Online Ad Campaign Overal Burnout - Visits only, without Impressions. Google Analytics.
Banner burnout depends on:
- Time period
- Unique visitors per time period (more unique = higher CTR per time, lower burnout per time) But don’t forget – sites with high loyalty have lot of returning visitors = low unique views.
- Frequency for unique user (lower frequency = bigger CTR)
- Message. Strong message = better result (more complicated message = lower CTR, higher burnout)
- Content and Ad. More contextual = more constant CTR during period (It’s wrong to say that static GIF has no attractiveness, if you use static GIF like part of content (with relevant ad content) you will have constant click-rate, high conversions)
How to avoid high burnout rate:
- Simple, strong message
- Don’t hide your offer
- Call to Action
- Don’t use long animations (bullshit – scenarios) with meaningless intra-frames.
- Use mixed-form tactics: Animated banner + Static banner + Text Ad (imitating) banner + Dynamic content banner.
- Change form of message and offer (You can leave core messages the same but you can change syntax)
- Don’t fool yourself with mantras like: “Creativity will help us”, 1/10000 ads goes to Cannes, others must do hard work for your money.
- Use mixed channels – different sites.
- Check your campaign KPI’s during campaign period.
- By the end of campaign – use simple static frame with messages and logos.
Tags: ad-network > ad-server > advertising cost model > banner > campaign tracking > CPC > CPM > CPT > CTR > FFD > FFM > FFW > FRD > FRM > FRW > Impressions > online > online marketing > performance based
ClickTAG flash CS4/MX/CS3 action script (AS1, AS2)
3 Comments on clicktagVIDEO: how to put clickTAG in CS4 Flash version
Most common clickTAG version:
on (release) {
getURL (_root.clickTAG, “_blank”);
}
clickTag version:
on (release) {
getURL (_root.clickTag, “_blank”);
}
clicktag version:
on (release) {
getURL (_root.clicktag, “_blank”);
}
For advanced flash user:
_root prefix – because clickTAG is set in root level, using root you are safe in case you use button in other movieclip or level.
Always use on (release) - because on(press) will be blocked by browser
“_blank” - most requirements notes blank as default rule. If you have free of choice – use blank when ad is served on other site then landing page. But you can use “_self” if ad directs to same domain (inner ad-campaign)
Tags: action script > ad-network > ad-server > adobe flash > banner > campaign tracking > clicktag > cs3 > cs4 > fla
