Phil Sawyer in AdAge: Why Most Digital Ads Still Fail to Work

January 27th, 2010 by Sean Hyland

Phil Sawyer, resident Advertising Effectiveness Consultant here at Conversion Associates, was published today in Advertising Age. In the article, Sawyer details the flaws that still persist in digital ads despite the wealth of research done in the field. Among his seven mistakes that, research tells us, afflict so many digital ads today include:

1. They are too complex.

2. They use Flash for the sake of Flash — not for a clear purpose.

3. They are difficult, if not impossible, to read.

4. They are bereft of benefit statements.

“The problems are due to creative efforts that do not suit the medium and the refusal to employ research tools that can identify creative problems and how to fix them.”

Click here to read the entire article.