There’s no doubt that the Web is now a dominant channel for advertisers. But lots of marketers are still struggling to generate effective online marketing results, particularly with banner ads. New research suggests that this may be due to Marketing departments not investing sufficiently in Creative, and as a result online is failing to impress consumers. The lesson is simple: it’s time that marketers put the same focus on the design elements of online ads as they have been doing for print for the past couple decades. And today, unprecedented creative resources are easily at hand for designers to do their best work online.
Cory Hudson, Creative Director at Aol, talks with Mark Retzer, Director of Creative Research, Corbis Images, on the Internet Week HQ Broadcast Stage.
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