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DSP is for display advertising, and for all display ads, the quality of the material is a major determining factor for its effectiveness. The ability to produce quality materials has become an important talking point for DSP advertising companies competing for bids. According to Guangdiantong’s official statement: 50% of the effectiveness of wireless Guangdiantong advertising depends on the quality of the material, 30% depends on the bid, and 20% depends on resources and targeting optimization, highlighting the importance of material quality.In this regard, I have summarized the relevant considerations for material production for everyone to learn.
<<<< Material Production Guidelines:
Increase click-through rates and conversion rates
<<<< Material Production Principles:
Comply with DSP advertising and Guangdiantong placement requirements
<<<< Material Production Techniques:
The Four Standards:
1. Simple composition.Within the effective space, showcase the key points as much as possible, simplify where necessary, and use stable (inverted triangle, vertical) and symmetrical (image on the left, text on the right, or vice versa) compositions.
2. Clear copy.The copy should focus on key points, be as targeted and engaging as possible. Avoid distorted characters, homophones, childish fonts, and excessive meaningless decorative forms (3D text, rainbow text, etc.).
3. Clear hierarchy.Highlight the main subject effectively (details, texture, etc.), downplay other elements, and avoid meaningless decorations. There should be a hierarchical relationship between images, text, and backgrounds.
4. Overall coordination.The overall tone and style should remain consistent; use pure colors, flat designs, and subtle textured backgrounds as much as possible. Avoid overly figurative or eye-catching backgrounds.
Ultimate Goal:
“What I create is not just an advertisement, but information that anyone who sees it wants to understand.”
<<<< Material Optimization Strategies
1. Conceptualize Material Types
1. Analyze the attributes and interests of the target audience2. Based on the products to be sold3. Combine with current internet trends4. Incorporate seasonal festivals5. Integrate promotional activities
2. Produce Material
1. To increase click-through rates2. Comply with Guangdiantong material specifications3. Create appealing materials according to the four standards
3. Select Material
1. Retain materials with high click-through rates and satisfactory conversion effects for 1-2 days2. Delete materials with low click-through rates3. Conduct A/B testing of materials A and B
4. Update Material
Every 3-7 days, regularly supplement new materials to maintain public interest and enhance material freshness.
5. Re-select Material
Continue to filter materials according to step three.
The above are the considerations for DSP advertising and Guangdiantong material production, for reference by advertisers and designers. For more DSP-related knowledge/strategy articles, please reply with relevant keywords in the background or click the public account menu to obtain them.
Source: dspwhy.com
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