The following text was created to help you optimize Questvertising campaigns. Basic information on technical requirements can be found at: Adquesto Rules for Advertisers
To achieve the best results in Questvertising campaigns, it is worth sourcing from the knowledge in the field of psychology and marketing - this form of advertising opens completely new possibilities. It also requires compliance with several classic guidelines, which are often forgotten when creating web banners. Below there is a summary of the main guidelines. For a broader justification with the analysis of the research results, we recommend a classic elaboration entitled "Psychological mechanisms of advertising" [„Psychologiczne mechanizmy reklamy”] by Professor Dariusz Doliński.
WANT TO BE EFFECTIVE – CHANGE YOUR WAY OF THINKING
1. Use dedicated advertising creations
Questvertising is more than just a typical form of advertising. Preparing effective quests is an art that requires a different approach than the standard one. For this reason, it is no use adapting graphics from other channels to the Adquesto format. Usually the better is a newly designed, dedicated creation - coherent with the message of a wider campaign, though specially prepared for the Quest.
2. Less is more
Researches in the field of advertising psychology confirm the extraordinary power of communication formulated according to the key “less is more”. This means that one strong argument is more convincing than many arguments of different importance.
Therefore, we recommend concentrating the message around one of the most important features of the advertised product. This rule is especially important for Quests that (due to limited space) require concise messages.
GUIDELINES FOR THE GRAPHIC PART OF A QUEST
3. First, legibility
First, Quests must be legible. The maximum supported resolution is 1200×600 px and such graphics are uploaded to the system (in PNG or JPG format). However, creations must remain legible also on smartphones that have screens with lower resolution. The Adquesto system will automatically scale the advertising graphics, adapting it to the device used by the user.
The Adquesto system should be loaded with graphics of a resolution 1200×600. Think in advance, though, that it remains legible after scaling to 360×180 pixels.
4. Selected typography
To maintain high legibility, we advise:
- avoid very narrow or otherwise difficult to read fonts,
- select backgrounds that are clearly contrasting with the texts,
- be careful not to write longer sentences with only uppercase letters - the human eye reads more easily a normal text, because lowercase letters are more diverse, that is, they "go up" and downwards in relation to the center of the text line,
- avoid dividing one sentence into more than two lines of text,
- beware of using too many different fonts in one creation.
5. Big logo
We advise paying attention that the logo on the graphics was relatively big - especially if it contains an inscription, which should be also legible in the creation scaled down to a smaller resolution. When designing a creation on a computer screen, it is usually difficult to imagine how much the legibility of this key element drops when the graphics are reduced to the lower resolution used by mobile devices. Therefore, we strongly advise checking if the logo remains legible even after scaling the graphic down to a width of 360 pixels.
6. No highlighting the right answers
We recommend avoiding creations that explicitly highlight the correct answer to the question asked in the quest (see the illustration below). When the key text immediately attracts the eyesight because, for example, it is in bold, the user finds the answer without an effort to get acquainted with the entire message of the creation, which reduces the effectiveness of the Quest.
7. Ad ain’t art
The Quest requires a very concise graphic form. It should be aesthetically pleasing, but mind that is not artistry that makes for its main feature. It is effectiveness, meant as efficient transmission of the key information and impact on the recipients' opinions. For this reason, it is worth using clear lexical and graphic messages that do not raise doubts as to their meaning.
MAIN TEXT CONSTRUCTION IN A QUEST
8. A question is the core of a Quest – and the key of Your campaign’s success
What the recipient will remember and assimilate from the advertising message depends on what you ask in a Quest. That's why it is crucial to plan this item well, because it will be fundamental for the long-term results of Your campaign. You can either ask about something that is the essence of the message transmitted in the creation, or even match the graphic to the previously prepared question, which is a kind of the communication axis for the advertising campaign.
The principle for creating effective quests says, "less is more", so lexical and graphic coherence should be priorities. By asking a question, you are prompting the user to consciously process the information contained in the graphic. Give the recipient one key piece of information, but in such a way that it gets in his mind, affecting later purchase decisions.
The system's limit for the question length, which is 80 characters implies as short questions as possible. This makes it easier to read them because they do not break into two lines of text.
9. Short is better than long
If the Quest answers are short they are displayed on buttons arranged next to each other, thus making them easier to read and understand by the user. If you use long, more complex answers (up to 50 characters), they will appear on buttons arranged one above the other, which looks a bit worse. Hence the suggestion is to ask questions requiring concise answers.
10. Feedback is an important message
The message visible after the correct answer should not be underestimated. It is also an important element of the Quest, having an impact on its final effectiveness. Remember that this message:
- should correspond with the question and reinforce the main message of the quest,
- it is a confirmation of the user's knowledge about Your ad, so it should express a positive appraisal of the recipient,
- should be relatively short, because the reader’s effective focus on it lasts only for a moment after clicking the correct answer - after less than two seconds the next part of the article is revealed.
11. Information prioritization – managing recipient’s attention
In a well-designed creation the recipient’s attention „flows” in a planned way. This is due to planning of the eye fixation points, that is the eye-catching places on the advertisement. They are created by selecting the size, color and contrast of the creation objects as well as their layout.
There is not one ideal set of eye fixation points - each time their layout and strength should be selected for a specific creation. It is good to plan the graphic for the Quest in such a way that the objects attract the eyesight with different strength. The way to create a hierarchy of importance for the eye fixation points is to make individual elements of the creation in slightly different size and color intensity. Thanks to this, it is possible to predict how the attention of the recipient will "flow", i.e. in which order it will focus on the elements of creation.
The best results give questions about the elements located roughly in the middle of the hierarchy of the eye fixation points - the recipient will anyway get to know those more eye-catching, yet still focusing on the key messages of the creation.
12. Quest requires an appositional thought
Potentially the most effective Quest form is such a structure that for eliciting the answer requires not only getting to know the advertisement content, but also mental processing of the concepts used in the creation. The idea behind this approach is that the answer is not any word used directly in the graphic, but the conclusions resulting from it.
Psychological research proves that the message, which has been quietly extended with the apposition by the recipient, is better remembered. At the same time, it also has a greater impact on further behavior, so in this context, on real purchase decisions. And this is the fundamental goal of every advertisement.
At the same time, make sure that the answer remains relatively easy to deduce and that the Quest solution takes no more than a few seconds of attention focus. This approach is not about creating complicated puzzles, but about inspiring active mental processing of the advertisement content.
13. Quest that creates an advertisement script
The quest consists of two parts - the main advertisement with the question and answers as well as the resembling advertisement below the article, and any possible comments above. It is worth treating both these elements and not neglecting the value of the lower part.
One of the main goals of the resembling advertisement is to refresh the memory trace created when answering the question about the main ad. Therefore, it is a good idea to create a lower part in such a way that it continues and develops the script started above. This can be done by skillfully referring to the knowledge that the recipient acquired while solving the quest. Even more so because the people that have already finished reading an article of their interest are more likely to become actively involved in the product - to think about a product purchase, go to its landing page or look for more information about it.
14. Don’t be afraid to experiment
Within one campaign many Quests can be added, differing one from another only in details. The Adquesto System constantly examines the users’ reactions and, on their basis, it will automatically optimize Your campaign, turning up the volume of those Quests that are more effective. Hence you can create a few versions of the same graphic or experiment with the question text in different copies of the same creation. The versions that involve the most will be rewarded – Adquesto examines the Quest solving rate from the total number of impressions.
IDEAS AND INSPIRATIONS
15. New brand or product line
When the goal of a campaign is to launch a new brand on the market, it is advisable to place a relatively large logotype on the creation and then in the Quest ask directly about the brand name the awareness of which we want to build. In this case the alternative answers should be two false brands that do not evoke associations with real existing products or services. It is necessary then to check whether the names used as incorrect answers do not exist on the market - even as niche brands or product lines.
Thanks to the quests constructed in this way, the recipients not only "get accustomed" to the previously unknown logotype, but also effectively assimilate the new name. Researches show that the mere acquaintance of these elements increases the perceived positive attitude to the products with them, and this, in turn, reflects in purchase decisions, which is particularly for convincing customers to try out a new product.
16. FMCG products - focus on well visible packaging
In the case of FMCG products (e.g. food and cosmetics), it is worth remembering that the goal of their advertising is usually the increase in shop sales. Therefore, it is a good idea to put a large picture of the package on the creation to get the recipients “accustomed” with it, which increases the odds that they will reach for it, standing in front of the store shelf.
The packaging should be presented in a contrasting way to make it stand out from the background. Even if a given product is only one of a wider range, it is good to present only one package on a single creation. If it is highly demanded, this rule may be loosened in the resembling advertisement, which may constitute a cognitive closure of the Quest, thus informing about the existence of other product variants.
We hope that thanks to these guidelines each campaign will bring about the greatest results.
You can also refer to our internal creative agency QUESTMASTERS, specializing in creating effective advertising Quests using knowledge from the field of advertising psychology.