Banner ads – even in the mobile space – seldom deliver impressive click-through rates. In the greater picture of things, one in a thousand or even a hundred can hardly be considered a great achievement. In order to achieve significant brand impact, it is a game of millions of impressions. But things also work on a small scale when the effectiveness is higher.  So what really makes consumers ‘click’ with a brand?

We at Blyk think a number of things are needed to make this happen. My colleagues Juha and Laura blogged about the importance of great long-term user experience and that of relevant & personalized content to which the ads are attached. Michiel made it clear that you have got to ‘text them to reach them’ so it’s a question of using the right channel, notably when talking to the youth.

In addition, it needs a certain rhythm and the right feeling.

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