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High-Impact Creative Formats

How to stand out with attention-grabbing formats that drive results across platforms.

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Why High-Impact Matters

Attention is the new currency

In saturated feeds, brands that win attention gain an edge in recall and conversion.

Standard banners get ignored

Banner blindness keeps CTRs around ~0.1% — richer formats break through.

High-impact lifts outcomes

Immersive units can drive multiples of engagement, recall, and ROAS vs. standard.

What Counts as High-Impact?

Large or immersive formats that command attention via size, position, motion, or interactivity.

Examples

Homepage takeovers, scroll-stoppers, shoppable video, expandables, interscrollers, parallax, interactive microsites.

Delivery

Premium inventory/tech, custom dev, publisher coordination. Higher CPMs, stronger engagement.

The Role Across the Funnel

Awareness

Adnami high-impact, YouTube Masthead, homepage hero, full-screen interstitials.

Consideration

Interactive rich media, expandables, feature-led video showcases, immersive brand stories.

Conversion

Shoppable overlays/carousels, dynamic product recs, personalised “shop now” formats.

Platforms & Partners

Adnami

Premium skins/top scrolls/interscrollers with attention reporting; works with NZME, Stuff, etc.

Spaceback

Turns organic social (Meta/TikTok/IG) into display with social proof; fast and high CTRs.

Shoppable Video & Interactive Layers

  • Click zones, product hotspots, info cards, and CTA overlays in-stream.
  • Available on YouTube, CTV, and select display partners.
  • Boosts view time and conversion; unlocks rich engagement data with heat maps and tests.

Mobile-First Animation & Scroll Triggers

  • Use motion to grab/hold attention; design for low weight and smooth playback.
  • Trigger effects on scroll/swipe; “delight” interactions raise engagement.
  • Optimise for all devices and bandwidths; ideal for Gen Z & social mimicry.

Rich Media vs Standard Display

Attention & CTR

1–2s vs 5–15s attention; ~0.05–0.1% vs ~0.3–1.0% CTR.

Value

Higher CPMs, but richer data and better ROI when measured by attention.

High-Impact in Programmatic

  1. Run via TTD/DV360 with private deals and curated NZ PMPs.
  2. Bundle with high-attention contextual inventory.
  3. Optimise to attention metrics (time-in-view, interaction, viewable impressions).

Best-Practice Creative Design

  • Bold & readable: high contrast, legible type, mobile-first.
  • Design for motion/interaction: purposeful animation, clear CTAs.
  • Test variants: 3–5 message/visual hooks before you scale.

Measuring Creative Impact

  • Attention time (Adnami/Lumen), viewability, engagement & completion.
  • Brand lift for awareness/intent/favourability when budget allows.
  • Attribution with MTA/incrementality to tie to outcomes.

High-Impact Video Strategy

  • Lead with 6-second bumpers; follow with 15–30s interactive spots.
  • Mix skippable/non-skippable; sequence based on prior engagement.
  • Measure beyond impressions: completion, actions, post-view conversions.

Creative Fatigue & Rotation

  • Rotate every ~2–3 weeks under heavier spend; prep 3–5 versions per format.
  • Use DCO to swap fresh content automatically.
  • Watch for ~20% engagement drops as a rotation trigger.

Integrating with Always-On

  • Timing: deploy for launches/peaks; create breakthrough moments.
  • Coverage: pair with standard ads for frequency and efficiency.
  • Sequencing: retarget with short-form/offer-led creative to convert.

Budgeting for High-Impact

CPMs are higher, but cost per attention minute is often lower. Start with ~10–20% test budget; document attention, interaction, and downstream lift to scale.

Creative Supply & Production Tips

  • Use templated platforms (Adform Studio, Adnami, Google Web Designer).
  • Align with media early; follow specs and keep file sizes compliant.
  • Test across devices; keep total animation <= 15s with key message in first 5s.

Common Pitfalls

  • Repurposing standard assets for premium placements.
  • Overloaded layouts; weak/unclear CTA.
  • Skipping mobile/desktop QA; missing deadlines; ignoring performance data.

KBR’s High-Impact Toolkit

Platforms & production

Adnami (formats), Spaceback (social→display), Adform Creative Studio (HTML5).

DCO & testing

Personalised variants, structured A/Bs, and dashboards tied to business outcomes.

Make Your Brand Unmissable

We’ll build a high-impact plan that drives more attention, better engagement, and stronger results.