Taking full advantage of our digital displays means having a visually captivating ad. The best creatives use motion to attract attention. We strongly encourage our clients to build their ads with at least some subtle movement to increase their effectiveness.
Typeface: Be obvious and noticeable. Stick with large fonts that are easy to decipher and can be read at a glance. Avoid type with extreme thick and thin lines. Thin areas often "disappear" from far away. Tracking your type too closely also hinders legibility.
Message: Keep message short. Simple phrases are both quicker to read and easier to remember/absorb.
Image/Graphic: Use clean and bold images that can be recognized quickly. If audiences cannot figure out what they're looking at their interest is lost quickly.
Background: The simpler the better. Complexity interferes with the information in the foreground.
Contrast: High-contrast color schemes make reading easier. Less contrast between the text and the background takes longer for the creative to be read and is harder to see from a distance.
Animation: Expert use of animated effects can have a significant impact on your content's ability to attract eyeballs. That being said, use motion selectively so as not to hinder readability and viewing time.
Timing: Since the advertisement and observer are in motion, viewing time is typically 7 seconds or less. We recommend having your crucial message elements (logo, tagline, etc.) on screen the whole time.