The objective is the North Star.
Before creating an ad, it’s key to have one specific goal that keeps the creative focused on the task at hand. Whether it’s driving website traffic, app downloads, or store visits – a well-defined objective provides direction for your entire ad campaign.
For example, A ride-share app driving ‘new app downloads’
An e-commerce clothing store boosting ‘website purchases’
A grocery store chain increasing ‘store visits’
A campaign is only as good as its measurement.
To know the impact of your media, it must be quantifiable. To do this, ensure your creative messaging drives your audience to complete your objective, and that the results you’re measuring are tied to your objective.
For example,
A ride-share app may utilize an app conversion and lift study to understand new app downloads attributed by the campaign
An e-commerce clothing store may utilize a website attribution conversion and lift study to understand website purchases attributed to the campaign
A grocery store chain may utilize a store visits and lift study to understand the increase in store foot traffic driven by the campaign
Make it easy as 123 for your audience.
Cut through the clutter with simplicity. There’s heavy competition for your audience’s attention, so highlight the primary benefit of your product or service to make it easier for your audience to take action.
Keep it 10 words or less.
Opt for a big, legible font that stands out from the background. High contrast between the text and background enhances visibility. Vibrant or dark background colors are best.
For example,
“Get there faster with [ride-share app]”
“The latest fashion at your doorstep with [e-commerce store]”
“Shop local ingredients at [grocery store]”
Keep it 10 words or less.
Opt for a big, legible font that stands out from the background. High contrast between the text and background enhances visibility. Vibrant or dark background colors are best.
For example,
“Get there faster with [ride-share app]”
“The latest fashion at your doorstep with [e-commerce store]”
“Shop local ingredients at [grocery store]”
Connect the message to your brand.
Your logo is a symbol of your brand identity. Ensure it stands out so your audience associates the message with your brand.
Connect the message to your brand.
Your logo is a symbol of your brand identity. Ensure it stands out so your audience associates the message with your brand.
Tell your audience the action you want them to take with a clear and compelling call-to-action (CTA).
For example,
“Download [ride-share app] to get there faster”
“Use code SAVE10 on [store name].com for 10% off”
“Visit our new store on Broadway today”
Utilize every inch of your creative real-estate.
Play into the motion and unique shape of transit ads to design creative that makes your audience stop and watch as your ad passes by.
Designing effective creative is an iterative process – keep testing and improving.
Continuously monitor performance. Analyze the results, make adjustments accordingly, and test different elements within the ad copy to improve your campaign over time.
For example,
Utilize QR codes to direct your audience to a landing page, allowing you to understand how many people scanned the code in your ad
Implement a unique promo code for commuters to track conversions and gauge the campaign’s effectiveness
Leverage industry measurement and attribution solutions to understand impressions and conversions
