Firms are flashing more cash on web adverts

Businesses are slowly but steadily moving more of their advertising budget to the Internet.

This does not mean that above the line media such as print, radio and TV ads will cease — but more money will be allocated to companies’ websites and advertising on other sites.

AdVantage Advertising Design & Corporate Communications believes businesses can use both mediums effectively to get their ideas across.

Benefits

Darren Lee, assistant creative director, said: “With print we can get away with a lot of stuff because we have a 30-second time frame to capture readers’ attention and quickly list the benefits of the products and services.

“With the web, the client feels like they want to cram every little thing in.”

But this is a mistake.

Mr. Lee said: “Users on the web want information that is crisp, concise and informative.

“Clients do not have to cram everything in like an annual report.

“That is one of the challenges we face when dealing with a client.”

Web advertising still has some similarities to print.

Mr. Lee said: “You still have to captivate your audience.

“With the web you have to captivate them and keep them on the website so they can read all the information, share your website and come back.”

Sheila Semos, president and creative director at AdVantage, added: “In both cases you have basic elements to them — the image, the type and people forget how important the space is.

“That’s true regardless of what medium you are talking about. They both require clear and concise design.”

Nick ‘Nickman’ Minugh, senior graphic designer at AdVantage, said: “What separates the amateurs from the professionals is the typography — it makes a world of difference.”

Mr. Lee said the three design elements lead to a better user experience on the web.

He added: “It’s the same with print but with the web it has to be user-friendly.

“There is so much content, it can’t tire the user out.

“There has to be enough white space to capture the interest.” Mrs. Semos said the goal in both print and web advertising is the same.

She added: “You want to stop the reader, capture their attention and hold them on that page long enough to absorb what you are saying.”

Mr. Minugh said it is easier to grab the reader’s attention because the user “is scrolling all the time, they’re navigating”.

He added: “I love print because it’s more visual. On the web you’re tracking all the time”.

Successful

Mrs. Semos believes web ads can be more interactive, while print is something people can hold in their hands.

She said: “There’s no tracking here in Bermuda for print advertising.

“We can’t say this ad was successful unless they sell out of something.”

But advertisers do not have to go for one medium over the other.

Mr. Lee said: “A lot of people would like to tie in their print ads that lead to their website.

“I can see a future where print ads and above the line media are being used to promote the websites more and more.”