Design Philosophy... In a Box

• About once a week, an industry publication or new company flush with seed capital will come out, guns blazing, and publish a study about the 'decline' of online display advertising. We're here to tell you just how incorrect they are, and our creative team proves them laughably wrong on a daily basis. Whereas many agencies view graphic design as a cost center, we view it as a differentiator for us and a profit-boosting opportunity for our clients.

Steps of an Ad Campaign:

Define Audience → Find Relevant Sites → Serve Best Creative → Convert Clicks

Mmm… 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
• Graphics
• Colors
• 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 Ad