Digital advertising thoughts from the minds at MediaNet.  This blog was featured and re-posted on the Dx3 Digest 06.25.2015.

  1. The ‘Auto’ setting doesn’t cut it – Anyone can use an DSLR on “auto” but the resulting images will not come close to images taken with expertise.  A photographer with five years experience will know their way around a camera, lens, and flash better than someone picking it up for the very first time.  Anyone can claim to buy media with a click of a button, but do they know what they are doing? Experience does matter and can make a difference in your final results.
  2. Lighting is crucial – In photography, natural and artificial light all affect the resulting photo. It is important to be aware what angle of light illuminates a subject. Providing insight into your ad campaign can be crucial to driving results. Is your campaign part of a broader marketing strategy? Does the final landing page take your audience for a secondary action? Any insight you can provide upfront can shed light (pun intended) on your overall campaign goals and perhaps open up the doors for new and improved strategies to be taken.
  3. Constant adjustment is needed – If you want a spectacular photo, camera settings have to change on-the-fly to adapt to lighting, speed, subject, etc. All the minor details can affect the final photo. Your digital campaign needs to be professionally monitored and adjusted (if necessary) by ad operations to fine-tune performance during flight to achieve  desired results.
  4. Sometimes a wide angle shot works beautifully – It’s not all about the zoom, it would be beneficial to have a wide angle to really take in the breadth of a beautiful landscape. When you are planning your media campaign, look at your campaign goals. Sometimes it isn’t all about reaching a precise target market (i.e. Females 34-45 with a specific household income), it could mean broadening your horizons for greater reach and actually result in bringing new customers who may be a new opportunity.
  5. It’s all about the angle – The slightest change in vantage point can make a huge difference. Sometimes you see photographers perched on ladders or laying on the ground, anything to get the right shot. Digital is often thought of as a desktop medium, but perhaps you would consider allotting budget to a mobile campaign – it may be beneficial to reach consumers on the go, for example, if your product exists at physical locations.
  6. Bad photos still provide good learnings – Even imperfect photos bring great insight into how one can change their approach or camera settings differently. Digital campaign results equally provide great learnings. What went wrong? Why? How can you improve? Perhaps it was a limiting decision, or artwork look and feel. Even if your main campaign goal isn’t up to par, there are many findings you can gain expertise from and know to improve for next time.