Online Ads – Size Doesn’t Matter

Contrary to popular belief the larger the online ad is, does not make it more effective.  In fact, according to Dynamic Logic, ad effectiveness depends less on the size than it does the shape and placement.

Dynamic Logic looked at results from over 4,800 campaigns and found that the best-performing ad unit – in terms of brand awareness, recall and purchase intent – was the 180 pixel by 150 pixel rectangle ad.  The study also found that ads which surround content – like skyscraper and leaderboard units – are the least effective because people have learned to avoid them and have developed “banner blindness.”  The rectangle ads on the other hand, tend to be closer to and sometimes interrupt the content, which means that the user’s eye naturally have to roll over the ad, which assists in absorbing the content.

Dynamic Logic has provided 4 tips they want you to know, in order to make your ads more effective.  These tips are:

  1. Simple Flash is Overused.  Rich media with video is better than flash. If you are budget-conscious standard GIF/JPEG ads do the trick.
  2. Try to Avoid Ads that Border Content.  These ads are the most easily ignored.
  3. Publishers should consider mixing up ad placement from page to page. When you have the same ad format in the same place on every page, users become trained to avoid the ad.  Mix up the placement and you will draw more people’s attention.
  4. Not all attention is positive. Avoid flashing, blinking and annoying ads. They don’t help your brand and can actually have an adverse effect on the consumer’s opinion of your brand.

For more information on Dynamic Logic’s findings, go to:

Five Media Bright Spots

Ad Age has put together a list of five media properties that are actually making their properties work in these difficult economic times.  These media properties all have the following things working for them:

  • They have great, must-have editorial and entertainment
  • They know their audience
  • Their ads are tailored for their audience
  • They are constantly revamping their brands to stay relevant and indispensable
  1. Martha Stewart Living Omnimedia’s Digital Unit – Martha Stewart Living’s digital unit rose 28% in digital dollars in the last quarter.  It successfully adopted an advertorial approach, so the print, web, custom programs and ad creative all had the same feel.  They created a very successful pet site for Purina and created custom ads for Post and Kraft.  60%-70% of the new deals included custom creative, which is a large part in why the digital dollars were on the rise.
  2. Gawker Media – Gawker claims its ad revenue is up 45% over the first half of the year.  They chose not to sell space to ad networks, but exclusively to brand advertisers.  They signed up Heineken, Pepsi, Cadillac and Jaguar as a result of their no ad network plan.
  3. HBO – HBO’s perceived value for premium content allowed them to grow to over 29 million homes.  With the recession in full swing, people have less discretionary income, so for a little more than one trip to the movies, viewers can get a month of programming that includes Hollywood hits, original programming, documentaries, sports and live events.  HBO’s initiative of offering cable programming free of charge online to authorized, paying cable subscribers is also helping them gain subscribers.
  4. Clear Channel’s Streaming Audio Play – Online radio is a small but fast-growing sector.  Clear Channel’s success is partially based on a mobile app, IHeartRadio, they created for the iPhone and Blackberry, which has been downloaded 2.5 million times.  The mobile movement helped drive people online and now Clear Channel’s online audience is at 22 million unique listeners per month.
  5. Family Circle – While most monthly magazines have seen ad pages drop 22% through August, Family Circle posted a 12% increase.  The new editor in chief realized that the magazine had been too broad editorially, so with some research she targeted women with kids between 7 and 17 years old.   New advertisers for the magazine include Ikea, Lowe’s, JCPenney, Lenscrafters and Horizon Milk.  Family Circle takes pride in knowing their customers are seeking value and the magazine offers them ways and ideas of how to spend their money wisely.  The pure circulation of the magazine 3.9 million also helps when approaching advertisers.

For a more in-depth look at how each of these properties is succeeding in this tough economy, go to:

Apple Introduces Revolutionary Laptop Sans Keyboard

If you haven’t heard about the amazing new Macbook Wheel then you must watch the video below.

Apple Introduces Revolutionary New Laptop With No Keyboard

Rox is contemplating trading in their own (now year-old) Macs for this innovative product, but we think we will wait until we get a few more reviews.  Though, the fact that “everything is just a few hundred clicks away” is very enticing to our designers and account servicing staff.

The launch date for this “product” is set for the next 3 to 15 months.

10 Ways Twitter Will Change Blog Design in 2009

Below is a list of 10 ways that Twitter will become more tightly integrated with mainstream blogging. Though some of these are not yet available, be on the look out for the emergence of Twitter into the mainstream.

1. Tweetbacks (not yet available) will show the number of people who have tweeted your post (including all reverse engineered tinyurls).

2. Tweestats (not yet available) will add “most tweeted” and “recently tweeted” blog post sections.

3. TweetThis will be a new way of effectively sharing new links online.  TweetThis works like the current social networking plugins: AddThis and ShareThis.

4. Tweets move out of the sidebar allows bloggers to mix posts and tweets into a single colum together via Tumblr, rather than keeping them in the sidebar. New themes will have a built-in style for displaying tweets in an elegant way, and WordPress users will find the Twitter tools plugin useful.

5. Tweet Comments will allow blog visitors to comment on tweets displayed within a blog – whether they are a Twitter user or not.

6. BlogTweet feeds will have the option of including or excluding tweets.  This video tutorial will help you.

7. Blog comment form changes allows bloggers to add a form field for people to fill in their Twitter account name when adding comments on blogs.

8. New sidebar widgets include the Favorites widget which displays recent favorite tweets and this day in history widget (not yet available).

9. TwitterRolls let bloggers list their favorite tweeters and optionally a short note on why they are worth following.

10. Blog design influenced by Twitter themes

To become follow The Roxburgh Agency on Twitter, go to:

For a more in depth view on the 10 Ways Twitter Will Change Blog Design in 2009, go to:

Jack in the Box Unveiling New Logo At Rose Parade?

Rumors are swirling that Jack in the Box will be unveiling their new logo on their Rose Parade float in Pasadena on New Years Day.  Earlier this month Jack in the Box started testing new logos in the San Diego market, with people reacting unfavorably to the chic new burgundy logo.

Personally, I think it’s genius if Jack in the Box does choose to use their Rose Parade float as a way to launch their new logo nationally.  It is innovative and totally different that what anyone in the QSR market has done before.  I think that the audience is comprised of the right demographic for them and I think it is great exposure no matter if people love the logo or hate it.  It will definitely produce a lot of PR.

What do you think? Is this a smart move by Jack in the Box or do you think it will negatively affect the rebranding process?

Current Logo

Potential new logo