Digital Ad Ratings
Creative Direction / Art Direction
Challenge:
Nielsen's Digital Ad Ratings (DAR) is known within the advertiser/agency world, but they don't know why they need it.
Objective:
Develop an upper funnel digital campaign to promote DAR to advertisers and agencies in the US. Educate the buy side of the media world about why they need DAR.
Approach:
Tie our measurement solution benefits to principles that these marketers & business people really care about such as: Validating your media investment / Offering cross-platform, deduplicated metrics / Showcasing actual impression frequency / Enabling you to optimize across all digital channels / Reaching numbers are an early indicator of sales / Creating insights that drive in-flight optimizations. All in all, advertisers don’t associate DAR with "ROI" - We visualize what ROI looks like.
Video Ad:
Static Ads (Advertiser Version + Consumer Version):
Content Piece Design:
Credits:
Creative Director: Hugo Burton
Art Director: MeiLing Lu
Copywriter: Vanessa Machir
Video Editor: Natalie Palumbo
Graphic Designer: Ivan Sandoval, Ady Chng
Content Creator: Avery Driggers
Project Manager: Josie Hines
