The true effectiveness of any display campaign can be argued until the cows come home. The truth is, they do have their place in the marketing toolkit and they can drive traffic, if you don’t set them up to fail right out of the gate.
Too often I’ve seen clients’ campaigns that have matching funds get mucked up with too much extra garbage for the ad to be effective. In other words, some partner organization foots most of the bill to run the campaign, but as a result, demands their logo gets plastered on all of the media. Here’s a pro tip: if you want your campaign to succeed, do what’s right for the ads and don’t worry so much about getting credit for the campaign. Rely on a custom landing page to do the talking (more on that in a later post).
The most successful display ads are clean and simple—free of extraneous graphics or copy. They focus solely on a singular message and call-to-action. The last thing a designer needs to worry about is to have to fit more than one organizations logo into an ad. This does the ad a disservice. It clutters the visuals and dilutes the call-to-action. It sets the campaign up for failure before it even begins.