Want to craft an effective online branding campaign? Think pictures, not words. Keep it simple. And tie it in with your offline efforts.

Attaining banner clicks or conversions are not the traditional goals marketers are after. That’s why Dynamic Logic, a company that measures campaign effectiveness, has been evaluating awareness, recall and likelihood to purchase when electing the eight best banner campaigns of 2006. Following ingredients were common practice among the top performing ads:

i. Keep the ad simple. Don’t make the message too complex and apply fine-looking shots with little text.
ii. The prominence of the brand is a major driver for awareness
iii. Align online and offline campaigns. Reinforce TV ads with a cut version online or vice versa and be consistent with the images in your prints, bill boards and banners.
iv. Exploit the interactive opportunity online, get them into the action.

Experience the top eight campaigns among their 400 client-brands at http://www.dynamiclogic.com/na/research/2006top10.php
(Personal favorites: McDonald’s Asian Salad, Oreo and Ray Ban)