INTERVIEW
How the Lonely Planet marketing team creates display advertising Zach Keller Lead UX/UI Designer & Client Solutions
Ever since its founding in the 1970s Lonely Planet has adapted to an ever changing travel industry landscape. As an online publisher they work with both internal and external clients to produce engaging and attractive display advertising.
We talked to the Client Services team at Lonely Planet to find out how their marketing team works with display advertising and whether they have any practical tips for smooth display production.
What aspects of display ad design are critical for travel advertising? Strong imagery and a decisive CTA text are a must. The goal is to grab the viewer with the imagery and then appeal to their emotions. We love gorgeous photography at Lonely Planet, and our favorite clients are the ones who provide us with jaw dropping location photos. After you’ve got the user interested with a great photo, it’s important not to overwhelm them with too much text. We like it when a CTA is short and sweet; and hopefully one that helps put the viewer’s mind into the location the ad is selling. What practices have you implemented since using a creative management platform? File sizes are a huge concern when building HTML5 rich media ads. It’s our job as advertisers to make sure our ads load quickly, and without using up too much mobile data.
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The travel marketer’s guide to mastering display advertising - Bannerflow
