The Layouts Series 2.0 - Elevate your digital campaign: Millmaine trades up from static banner ads to rich media
Thursday, April 24, 2014
This week, we’ve covered how to use Studio Layouts to give yourself more space for brainstorming while still being able to build HTML5 and engaging Lightbox and YouTube Mastheads with ease. Today we’ll focus on how you can elevate even your static image ads to rich media with Layouts.
Building rich media ads in Flash is complex, translating from Flash to HTML5 is even more complex, and the whole process can leave agencies throwing their hands in the air and reverting back to static image ads. DoubleClick Studio Layouts provide an opportunity to elevate your standard banner ads and trade up from static images to rich media, without the added cost and production time.
Millmaine jumps from static image to HTML5 rich media in one hour.
Millmaine Entertainment Marketing typically created digital campaigns for their client, the National Gallery of Australia, that primarily involved standard ad units. According to Gerard Rowan, Creative Director at Millmaine, “normally, we would just run some static images, but I had been researching the possibilities of DoubleClick Studio and when I came across Layouts, it seemed like an easy way to implement a rich media campaign.”
Millmaine used the HTML5 Featured Video Layout to create a unit that reused the National Gallery’s existing TV commercial in a display ad, giving them more reach across the web. To promote the "Gold and the Incas" exhibit specifically, they built an ad that evoked scenes from the ancient Incan civilization intercut with shots of the actual exhibit.
Rowan says the process of creating the campaign with Layouts was “nice and quick”. In fact, he had the ads up and running within one hour. “With DoubleClick Studio Layouts, it was a matter of swapping out some of the elements, such as the background image and the call-to-action button, and then supplying a link to the YouTube video for our television commercial.”
The choice paid off. More than 84,000 people viewed it in one day, and 3,230 clicked through to learn more. In the end, more than a quarter million people saw the ad, which was used for a home page takeover of the main newspaper in Australia’s capital city, The Canberra Times.
Rowan concluded, “We don’t usually have days and weeks to turn jobs around. More often we have a few hours. So we are looking for quick and effective solutions like DoubleClick Studio Layouts, which give us the potential to build more rich media content so we can do more exciting web ads for our clients.”
Learn more about Studio Layouts here, and get started today by visiting the Layouts tab in your DoubleClick Studio Account.
Posted by Becky Chappell, DoubleClick Product Marketing