what ipsos thinks about the internet..

Lesson 1 – As with all media,
engage the consumer
There is a lot of compelling online content to contend
with and to capture consumer attention online be obvious,
relevant, and bold.
Lesson 2 – Focus on visual branding

This is a visual media – in many cases processed at a glance.
Consumers’ eyes move quickly throughout the page so brand
icons and other clear easily noted branding elements are
important.

Source: “From a Heart beat to a Mouse Click” presented at the 2009 MRS
Conference by OTX & Google, an example of eye tracking results demonstrating
that the eye moves around the page, but settles on the visually
engaging article in the top left hand corner

Lesson 3 – This is a dynamic medium –
exploit that, tell a story
Take advantage of the storytelling power of video, when
possible. And remember that these ads don’t disappear
when the fl ash or video has ended – so leave something
compelling to linger there at the end.
Source: CPG Digital Creative Best Practices, 2010. Ipsos Open Thinking
Exchange in conjunction with Yahoo!

Lesson 4 – Simplicity is key. How you say
it is as important as what you say
Use visuals that support your messaging – this is not a direct
response medium anymore.


Lesson 5 – If you want the consumer
to interact, let them know
Make it obvious, because you only have a few seconds
before consumers move in and out of your ad.

Lesson 6 – Synergy is real
Digital does not live in isolation, and exposure to the campaign
in other channels like television or print could increase
the e ectiveness of your digital campaign. It can also
decrease its e ectiveness if the creative is not synergistic.
Source: Quantitative Analysis based on Next 360 cases conducted globally
to date.

Lesson 7 – Just because digital
communications are ‘low reach’ doesn’t
mean they’re ine ective

Digital can su er from low reach, but because it has the ability
to target and create unique and engaging experiences,
it can also provide a very strong and positive response to
the brand.