CALL TO ACTION (CTA)

Every single online ad you create must contain either a link or button that clicks through to a microsite, website, or some sort of landing experience.

This is called a CALL TO ACTION (CTA). It is exactly what it implies. It's a "call to click" through for more information about what you are selling in your ad.

In certain cases your Tagline can double as the CTA. It most cases it should. You should put as much thought into your CTA as you do your concept. A lot of creatives settle on "Learn More" and "Click Here". But that rather boring, don't you think?

Your CTA should only be on the final frame unless a lame client (Yahoo!) asks for the CTA to be up throughout your ad. Lame.

Below are examples of CTAs:

BMW
View the ad here:
http://www.bannerblog.com.au/2008/08/bmw_harp.php

Here the CTA is very direct prompting the user to "learn more" with an arrow or "Carrot" (Industry speak for arrow). For such a cool and fun ad, the CTA really let me down. Could they not have come up with something better than simply "Learn more". Exciting car. Boring CTA. How about ">Make some music" ?


Absolut Vodka
View ad here:
http://www.bannerblog.com.au/2006/01/absolut_freshness.php

Notice that the CTAs here are very simple. Either "REPLAY" or "VISIT SITE".


Xbox Live
View ad here:
http://jonclifton.tripod.com/xboxlive.html

This is a CTA I wrote for Xbox live. It doubles as a pay-off and tagline. It goes with the concept.
A lot more interesting than "Learn More".