I have to admit, besides my interest from a design and marketing standpoint I am mostly blind to internet advertising. If anything does catch my eye it is rarely the offer or product but the design of the advertisement.
Case in point this little slice of genius from the New York Lottery:
My interest is officially 'pique'd'
What can we learn from this?
- Be careful about being to clever with your ads. I have zero interest in spending money with the New York lottery, but I clicked the ad. Times that by the other thousand people who are not even in New York – just a little curious – and this campaign may not have a great ROI.
- Make sure you “geo-target” your ads if you are a local business. Again the fact that this is showing to me on the other side of the US and likely to the whole world will turn out to be a huge waste of money.
- If you have targeted your ad to both the right geographic location, and to the right market (people who would likely buy your product) go ahead and be clever, and a little mysterious. It is a great way to get clicks as long as you have put in the time to make sure it is being shown to the right group of people.
