Do

1. Try to learn what people actually do on the site your online media piece is hosted on.
2. Have a function in mind for your online media piece.
3. Have a business objective that is measurable and unique for your online media buy.
4. Use rich media, experiential and entertaining technologies if the site population enjoys that.
5. Get metrics you can use for the next time.

Don’t

1. Try to convert the intent of the people on the site you are hosted by.
2. Force the user into too many clicks to get to where he wants to go.
3. Trick users into thinking that they are going somewhere else (these are known in some circles as “trick-throughs”).
4. Think that remembering your brand from a banner is enough.
5. Diverge radically from your look and feel without a very good reason.

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See Also

Mobile Dos and Don'ts

Social Networking Dos and Don'ts

Website Dos and Don'ts