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Design Philosophy... In a Box
Steps of an Ad Campaign:
Define Audience → Find Relevant Sites → Serve Best Creative → Convert ClicksMmm… I want a cupcake
Which part of this chain do advertisers and agencies most frequently under prioritize? If you guessed serve the best creative (you should have, you clicked the creative section) then you are correct. An advertiser's campaign is made or broken on the creative served. No algorithm or programmatic buying can make up for poorly-designed media. Even the most relevant sites with bad media will always perform worse than the same media buys with the best creative.
This is why ad design is the largest part of our campaign strategies. Our designers work closely with our media buyers so that they have all the data they need to judge banner performance and to create new concepts.
Art Meets Tech
Since different media concepts perform differently across different ad placements, we use methodical testing of our creatives to determine the best fit. We streamline our media testing the same way RTBs/DSPs test media: programmatically. Our system treats elements like these as distinct variables to be tested:
- Design Template
- Ad Copy
- Call to Action
How many variables in each of these categories did your last agency test? 3,4,5? If the answer was 5, they would have tested 625 different creatives and determined the winner algorithmically. Did they?
At YHMG we strive for creative excellence. Combining the art of creative development with the science of creative optimization is our goal, because after all, even the best placements will underperform the best placements with optimized creative.
Recipe for a Delicious AdIf you'd like to know more about our design process and the gruelling horror show we put our graphic guys through, check out this post on our blog.