An Insider’s Guide to Digital Ad Campaigns

Mar 11

Striving to create engaging HTML5 Ads for clients, but not sure where to start? I feel you.

When I started in the agency world, digital marketing campaigns were a struggle. We were using static .jpgs in four to six sizes and calling it a day. Today, I’m pioneering targeted, omni-channel digital strategies and executions with campaigns featuring hundreds of placements including video, gifs, images, and HTML5 animation. Did I mention all of which are uniquely sized for different specs?

The technology behind digital advertising, especially HTML5 ads, is daunting. Industry practices and techniques are often tucked away so agencies and individuals are forced to outsource or pull their hairs out in the middle of the night. In my research, I’ve sampled quite a few tools and programs that designers can use to make this technology more accessible.

There are a handful of relevant programs for developing HTML5 creative and each have their own benefits and drawbacks. However, most are either a somewhat outdated or so complicated they aren’t really feasible for robust campaigns. I usually I need a program to create something badass, efficiently.

Let me stop here. As a digital creative, I don’t really subscribe to the “efficiency first” model. Do I value efficiency? Of course. Ya gotta. Will I sacrifice quality and badassery just because it’s digital? No way, kimosabe. If the average person is spending over 6 hours online per day and being served hundreds of ads, shouldn’t those ads be worthy of our time? Here are the tips and tricks I’ve learned for making digital creative that is designerly, engaging, AND efficient.