iMedia Connection

BGT’s David Clarke Shares Strategies for Effective Online Display with iMedia Connection

Miami, FL - November 6, 2008 - BGT’s Managing Partner David Clarke spoke to iMedia Connection about some of the creative rules that BGT follows for digital ad display. In the piece entitled “Your creative checklist for online display”, Clarke explained that the rules of banner ads have changed dramatically given people’s exposure to messaging overload; “people do a lot less reading, and they do a lot more skimming".

The short attention span of online users creates an even more challenging environment for advertisers. Clarke emphasized that now more than ever, every element of the campaign needs to be driven by the client’s goals. Agencies should embrace rich media as a powerful and flexible tool that allows brands to engage with people while experimenting with different formulas for success.

Read the full iMedia Connection article here

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