Going beyond clickbait: How to really create a high impact ad

Digital ads sometimes get a bad reputation for relying on clickbait to generate views. However, we believe that a true high impact ad can drive consumer engagement and build a relationship with your brand. Successful high impact ad units are easier to build than you think once you know the types of content that motivate and inspire your audience.
Our team can help you create engaging, content-rich ads that entice your audience to learn more. For inspiration, we want to share a few of our favorite high impact ad formats and when to use them.

Pre-Roll High Impact Ads:

There’s nothing new about pre-roll ads. They were one of the first high impact ad formats to hit the scene in 2007, just three years after YouTube.com web live. But they work. Pre-roll ads appear before a viewer watches streaming content such as a YouTube video, or a show on Hulu or Netflix. Because consumers are used to seeing previews before movies, the format isn’t jarring or unexpected. Most viewers have to wait a before they click out of an ad, giving your team an opportunity to show off their creative chops with something that will grab viewers’ attention before the dreaded “skip ad” button appears. If your content is good enough, viewers will want to share – not skip – your ad.

Reactive Animation, Takeovers, and Splash Screens:

Banner ads and pop ups appear statically and can be removed or avoided with the simple scroll of a mouse or or click of an “X.” By simply replacing these weak advertising tools with high impact ads you can lift viewer engagement by 67%, similar to a recent study done by Yahoo. Reactive animations (which slide down the screen in line with your content), takeovers (which disrupt the entire surface of the user’s tablet, phone, or monitor), and splash screens (which overlay a page’s content), are all more immersive options that force the user to take a pause and digest your content — hopefully deciding that it is worth their time — and exploring further.

Push Advertisements:

On the other end of the spectrum, push ads make advertising less intrusive by allowing the viewer to slide down a page’s content with a standard accordion or shelf feature. Viewers can open and close the ad depending on how relevant it is or how much time they want to spend on that content. Because this UX feature is common on many websites and apps as a way to organize information, it creates viewing consistency with whatever your audience is already looking at and makes ad content feel more natural. While making ads blend into the background may seem counterintuitive, this practice reduces negative feelings triggered by traditional ad units, making viewers more likely to focus on your message rather than automatically tuning out ad content.

Interactive Banner Ads:

In your next ad, try using gamification, allow users to drag and drop information in the ad field, or create a playful, interactive call to action that focuses on sharing knowledge rather than making a sale. Over 63% of consumers said they were annoyed by ads featuring overt sales pitches according to a study by HubSpot. Instead, viewers opted for ads embedded in rich imagery and interactive content. Interactive ads allow you to create a warm, welcoming experience rather than a transactional pitch, which will increase qualified leads and reduce bounce rate. Because clicks will result from genuine interest in our brand and content rather than a short-term promotion or sale, these visitors are also more likely to return to your site again.

So, forget those static ad campaigns and get creative! If you need help generating ideas for your next high impact ad, contact our team for creative support or case studies showcasing what’s worked for businesses just like yours.

How voice technology is optimizing at home health care

Remember “The Clapper”? That home electronic device of the 90s (with omnipresent late night commercials), that turned your lights on and off with the sound of a clap? In many ways, it represented a somewhat crude first step toward the truly amazing voice technology devices of today, such as Amazon Alexa and Google Home.
“The Clapper” also represented something else: A technological solution for a very real problem. Older people, often with limited mobility, sometimes struggle to perform common household tasks such as turning lights off and on.

Thanks to Alexa and her voice technology counterparts, we’ve already progressed far beyond mere light switching. Voice technology platforms and applications are being used to make hospital operations and patient care more efficient, accurate and productive.

And in the field of home healthcare, they are poised to do much the same.

Voice technology in home health care

“The Clapper” isn’t the only early voice tech device with a history of iconic late-night TV ads. Medical alert bracelets and necklaces (first popularized by a series of commercials created by Life Alert, featuring the now famous phrase “I’ve fallen, and I can’t get up!”) are designed to send for help if an elderly person becomes incapacitated inside their home.

Much like “The Clapper”, this device performs an important function — and one that’s been almost entirely supplanted in terms of utility by Alexa and Google Home. Instead of manually pressing a button and waiting for medical personnel to respond, elderly or disabled residents can use a simple voice command to summon immediate help.

And that’s only one application of the technology. Globally, home healthcare firms and their employees are using voice technology services to ensure patients stay on their prescribed medication schedule and follow physician instructions following surgery or an office visit.

One example of this in action is Amazon’s recent partnership with the pharmaceutical giant Merck. The two companies offered developers a $125,000 prize to develop a voice technology application designed to help diabetes patients monitor and manage their condition.

Amazon Alexa and Google Home not only serve as an ever-growing repository of critical personal data, they also reduce the level of friction needed to access that information — along with making simple household tasks or calls for help faster and easier.

Studies have also shown that isolation and loneliness can have seriously negative effects on the health and well-being of older people or the disabled. Voice technology platforms can also play an important role in this regard. As the technology grows more powerful and refined, interaction becomes more seamless and life-like, making people feel more connected and less isolated.

The takeaway

Voice technology is transforming the way healthcare is delivered both in a hospital and at home. It’s important, however, to rely on third party developers who have the requisite experience and skill to maximize the potential of voice applications.

Our agency works at the cutting edge of this groundbreaking technology. If you have questions about how these applications can best serve your needs, we urge you to contact us for more information.

How hospitals & medical centers are incorporating voice technology

A smart, reliable voice assistant makes life easier — and in turn helps make us more productive. The truth is that we live in a world where mobile and smart devices are used for almost everything. By moving these functions from a smartphone to a voice assistant, the experience becomes simpler and less mediated. Having the power of the Internet not merely at our fingertips, but also ready to be activated at the sound of our voice, is a development with massive implications — not only at home, but also in the workplace.
One key example: Hospitals, where the stakes couldn’t be higher and the need for innovative technological solutions is ever-present, are on the verge of experiencing a patient-care transformation facilitated by voice apps in healthcare.

The growing presence of Alexa in healthcare

Within medical centers, the shift from desktops to laptops — and later from laptops to mobile — was a significant one. Today, voice technology is supplementing mobile and may largely replace it within the next decade. Recently Healthcare IT News took a close look at how voice technology is being deployed at several prominent hospitals.

At Beth Israel Medical Center in Boston, Amazon Alexa development is in full swing. A team of IT professionals and developers have created applications that allow patients to ask Alexa (or Google Home) to call for a nurse, check what’s on the evening menu, find out when a physician is arriving and other fundamental tasks.
Normally, many such activities would require the attention of a medical professional. By using voice technology to automate these processes, hospitals are providing timelier services and freeing up personnel for value-added tasks.

At Northwell Health in New York, IT teams are developing with Alexa and Google Home. Here, they use cases for voice technology that include letting patients know how long they will be waiting in emergency rooms and directing them to nearby urgent care centers.

Once mature, the technology would allow someone who slices open a finger while preparing a meal to ask Alexa which nearby medical center has the shortest wait period. Because Alexa is integrated with Northwell’s app, she can query local hospitals and urgent cares and provide an optimal solution within seconds using real-time data. This allows those who are injured to get treatment quickly, while also reducing bottlenecks at local hospitals.

Finally, Libertana Home Health is leveraging voice technology to help elderly clients live independently. Alexa is not only a useful tool to help people remember appointments and medication schedules, but it also provides a form of social interaction.

A pilot study conducted by the organization showed that voice assistants can help reduce loneliness by interacting with the elderly. Alexa can be programmed to play cognitive games that enhance memory and deliver daily personalized greetings.

The takeaway

Voice technology is helping to transform patient care. Our agency has been at the forefront of this developing trend, creating deeply useful third-party apps that allow organizations to unlock the full power of voice technology.

If you need assistance with Amazon Alexa development or Google Home programming, we’d love to help do the same for you.

How voice technology is transforming the healthcare industry

In the healthcare field, the voice technology platforms developed by both businesses (Amazon Alexa and Google Home) have been lauded by medical practitioners and developers alike.
It’s not difficult to see why the interest has been so apparent. While voice interaction has been a resounding success in the consumer market, allowing users to save time by automating essential home functions, its applications in business and organizational contexts are just now being explored.
One thing, however, is certain: As voice technology matures, its effect on the healthcare industry operations will be profound.

How voice technology changes how patient care is delivered

Voice app development in the medical field is somewhat constrained by the fact that most major voice tech products are not yet HIPAA compliant (though Amazon and others are working to achieve this). Yet even working within these limitations, developers have already made remarkable strides toward making healthcare more efficient and accurate.

Medical centers are using Alexa and other platforms to transmit routine medical data to patients in their homes. Hospitals are also using voice technology to help with surgical note taking or record keeping. Voice technology also has a crucial role to play in helping people become more involved in their own health care.

One app, as well as many others, created by Boston Children’s Hospital, allows users to access information about common medical conditions and prescription medicine dosage. Apps such as these can help deliver much-needed information virtually instantly, without the need to waste time performing manual searches.
Communicating via voice, rather than having an experience that’s mediated by a screen, has immense potential for helping patients become more engaged with their own health. This will ultimately give them the power and agency necessary to make substantial improvements to their own lives.

What the future holds

While these initial developments are quite promising, they represent merely the first steps toward deeper voice technology integration with healthcare services. Some of the world’s most prominent medical centers are experimenting with voice technology in an effort to build applications that will transform how hospitals operate and how patients are treated.

Third party voice application developers are busy dreaming up innovative new uses for Alexa and her competitors in healthcare settings. Amazon is busy supporting this wave of development; one example is a recent software development challenge the company co-hosted with pharmaceutical giant Merck. Developers were tasked with finding creative voice technology solutions to help people manage chronic conditions such as diabetes.

Devices such as Alexa are well-suited to help people manage these chronic conditions. By asking simple questions such as “have you taken your medication today?” Alexa and other platforms can help ensure that patients remain compliant with their treatment needs. This is critically important, as some studies have shown up to 50-percent of patients do not comply with their dosing schedule — a problem that has massive public health consequences.

The takeaway

Voice technology has a major role to play in the healthcare field — and we’ve only begun to see this impact take shape. Our firm has been at the forefront of this trend, and we’ve used our expertise to help clients in a variety of fields harness the power of voice technology to improve their own processes.
In the coming days and weeks, we’ll publish more content explaining how voice technology can benefit both hospitals and patients by driving better financial and personal health outcomes.

Need help incorporating voice technology into your current strategy? Contact our team of professionals today to learn more about our voice interaction services.

Why the next billboard you see may be watching you

They don’t represent the most dynamic form of advertising, of course, but they’ve always had two things in their favor: Major visibility and a broad, captive audience receptive to any new stimuli.
Soon, however, modern billboards may be unrecognizable to our great-grandparents’ generation. Technology has given them an interactive upgrade, allowing them to deliver a more customized, personal experience.

The new age of billboard advertising

Static billboards have a problem — they simply aren’t relevant to a large number of people who view them. Advertisers have historically tackled this problem in a variety of ways; they placed billboards in strategic locations where they believed consumer interest was higher, and they also created billboards capable of rotating through multiple ads.

Truly interactive billboards were the next step in this evolution. McDonald’s, for example, created a massive interactive billboard that allowed by passers to use their smartphones to play ping-pong on the face of the billboard. Another well-known example of the form was the Times Square “Dunk Tank” interactive billboard, which allowed people to dunk live models by batting a ball projected on the screen. Or, consider the case of the interactive Coca-Cola billboard that used facial recognition technology to watch and mimic the expressions and emotions of pedestrians.

Why this approach is good for marketers and consumers

It’s no secret that personalized approaches are more effective in marketing contexts. In terms of attribution, interactive billboards play a key role in moving consumers toward a desired outcome. Interactive billboards interrupt the normal flow of daily life in outdoor environments; people are jolted out of their typical routine by the appearance of the unexpected.

Ultimately, this deepens engagement with the marketing message to an extraordinary degree. Most billboards are simply part of the landscape; we don’t even make a conscious decision to ignore them. Interactive billboards break this pattern. If they are cleverly designed, they prompt an unexpected burst of delight.

This, in turn, creates a memorable experience — and in the realm of marketing, few things are more valuable.

The takeaway

Thanks to interactive technology, billboards are no longer dull, static and easily ignored parts of the landscape. Companies that use interactive billboard technology effectively can reap significant benefits in the form of deeper engagement with audiences.

To begin increasing audience engagement with your advertisements, contact our team of professionals today!

Six key elements for an engaging creative annual report design

While they contain vital information, even the most diligent reader can have difficulty sustaining concentration while wading through line after line of information. Retention can suffer as a result.
Fortunately, there’s a solution to this problem: Creative annual report design. By presenting relevant information in an engagingly creative format, you can help readers stay focused, better understand the material and then retain what they’ve read.

Six Elements of creative annual report design

Nobody likes wading through blocks of featureless, jargon-heavy text. Yet that’s too often what we find in annual report design. To help keep things fresh and appealing, let’s take a look at some common creative elements you can incorporate into your next report:

1. Commit to a more visual approach. This is a fundamental first step toward overhauling your design. It should start with your cover photo or graphic; use something truly eye-catching to grab the reader’s attention right away. Incorporate visual design elements throughout your report to help offset word-heavy sections. Remember, today’s readers and viewers have become conditioned to videos, infographics, etc. Wading through an annual report that appears to be preserved in amber from the 1950s is a guaranteed engagement killer.

2. Use punchy and concise subheads, bullet lists, and other elements to break up text blocks. Readers don’t like long winding paragraphs — unless they’re reading 19th century Russian literature. Make your copy digestible.

3. Consider your narrative. What story is your business telling about itself this year? What’s the best way to lay out that story? How can you best use visuals to support and explain that narrative? Consider weaving in historical information about your company via the use of sidebars.

4. Data visualization. We mentioned infographics earlier. Annual reports are data-rich documents and graphics are a key tool in making critical information stand out. Research also shows infographics help readers learn and retain more efficiently.

5. Think about the medium. You don’t have to publish on glossy paper — many organizations choose to use websites or other, more interactive mediums for annual reports.

6. Master white space. Remember, heavy text is an engagement killer. Creative use of white space makes information more digestible — and also makes your aesthetics much more appealing.

The takeaway                                                                                       

Your annual report design doesn’t have to be a dry and dull affair. Consider implementing the ideas we’ve listed above to freshen up your report and keep your readers engaged.

Bringing more eye-catching design elements to your company’s annual report, and contact our team of creative minds