There can’t be many pros with media jobs in online advertising who would dispute the fact that getting the targeting right, getting the tracking accurate and optimizing for search are pretty essential to the success or failure of an ad campaign. But Ayal Ebert, CEO of the up-and-coming display advertising and retargeting platform Dispop, believes this trio of essentials comes under the ‘necessary but insufficient’ heading.
Style + Effectiveness
To be blunt, if a display ad sucks in appearance, that trio won’t be enough to save it. As Ebert puts it, “Design is the most important factor.” Most seasoned business development managers and advertising sales managers would probably agree.
New York-based Dispop came out of beta in June this year, having raised $600,000 in seed funding courtesy of Inimiti Capital Partners, and it’s built up a veritable army of freelance designers – about 5,000 of them — who are approached for their banner ad design proposals whenever a new campaign is afoot (the startup usually invites about a dozen proposals at a time). Advertisers supply the initial creative brief and the designers come up with their ideas based on that, whereupon those same advertisers select the three approaches they find most appealing.
This is when more detailed communications between advertisers and designers take place, honing the details of the ads until they pass muster. At this point, Dispop kicks into campaign action, sending the rounded-off banners straight to websites (including Facebook) around the planet.
But that’s not all. The perspicacious business development manager will undoubtedly be wondering how one can tell if a cleverly designed banner ad is more effective than a coyote ugly one. Well, Dispop can – by measuring all impressions and clicks to work out which ad is performing the best. And it lets customers shut down the ads that are limping or flatlining and pay only for the ones that work.
Here’s Ebert again:
“There’s not necessarily a correlation between what looks good and what works. Testing is the only way to see what resonates.”
And a good many small businesses and boutique agencies think he’s on to something. Between them, they mounted 300 campaigns through Dispop in its first six weeks after going live.
This little venture is one to watch in 2014.