Display Advertising Reviews
Chanimal reviews a LOT of Ads against the guidelines. By now, you should have enough information about what makes an effective (it “sells”) ad, so you should be able to take your ad and compare it against the guidelines and see how you did. This example shows several ads from big vendors (SGI, EMC, etc.) and compares them against one of the Chanimal ads. Like I’ve said, they are not going to win design awards (so your designers are not going to like them), and they appear busy, wordy, and all the negative things you can think of–but I just ignore the opinions of the unwashed–most do not have a clue what will and won’t actually work. And these… are designed and SELL.
This sample is one of the group that achieved a 35 times increase in the response rate. The previous “branding ads” (that the CEO loved–like art) produced 105 leads in a month when we tracked it. When we switched to the direct response, Z format ads (not as clean and pretty–but still professional ‘enough’), the leads went to over 3,500! (enough to flood our direct sales force and require that we send leads to our resellers (what a novel idea)). So yes, they WORK!
Besides, as I stated in advance, if we want art work, let’s not make it, instead, buy some great art with all the extra money you make when your ad does it jobs (and produces millions more in sales). The Chanimal Ad PowerPoint helps set the rules so you can convince the team to use this format. I know… register and you can get a free copy! 
Additional Resources:
- Click here to have your ad reviewed by Chanimal. Includes help to get it completed correctly. Only $249.
