Digital Banner Ad

BRAND: The New Yorker magazine

CHALLENGE: Create one dynamic banner ad with three frames that loop three times before finally stopping at the last frame. The objective is to increase the digital-only subscription base.

SOLUTION: Break down three benefits of the magazine for each frame to showcase, progressing through a buyer journey towards a harder call-to-action. I used cartoons from the magazine to help project the copy, as it has to be very short and clear for the reader to catch instantly.

I started with demonstrating how the magazine has interesting articles to read that can save someone from boredom, even when out with others. The ask is more subtle, just starting with reading the content. The next frame demonstrates the everywhere, remote access, asking to consider the subscription. The final frame displays a deeper benefit of acquiring more knowledge from the magazine to empower someone with interesting things to say to meet new people. The call-to-action button is more urgent in tone

The brand tone is insightful, intelligent (shown in tandem with the cartoon for wit) and promotional. It was key to quickly demonstrate the benefits of this subscription: it’s convenient mobile attainability. The deeper benefit is becoming more entertained and knowledgable of interesting topics.