Why Most Digital Ads Still Fail to Work, by Philip W. Sawyer

This is an interesting, yet so true, article on AdAge by Philip W. Sawyer. He claimed that the reason why most digital ads still don't work, digital medium isn't to blame. The problem are due to creative efforts that do not suit the medium and refusal to employ research tools that can identify creative problems and how to fix them.

He went on listing the seven mistakes that research tells us we're making today:

1. They are too complex

2. They take too long to get to the point

3. They are ambiguous

4. They are visually bland - or, worse, ugly

5. They use Flash for the sake of Flash - not for a clear purpose

6. They are often difficult, if not impossible, to read

7. They are bereft of benefit statements

View the FULL ARTICLE.

This is why it's important to employ web analytics, optimization tools, and targeting technologies to understand the real effectiveness of your creative and campaign. And ultimately making a move to improve them.