ILILISELECTED WORK
MIDTOWN DISPLAY ADS
The project
Programmatic display ads are image ads that automated ad-buying systems place across websites and apps. This set targets two audiences near ilili Midtown: office workers around East 53rd Street and hotel guests choosing where to eat.
What I did
I wrote and designed 24 programmatic display ads for ilili Midtown in five standard sizes, recropping the photography and keeping every ad under 100KB.
Copy for two audiences
Office workers get an after-work meal; hotel guests get dinner a short walk away. Every ad leads to one action, reserving at Midtown or getting walking directions.
For people at work, I wrote about the end of the day: “The meeting after the meeting,” “This meeting needs a menu,” “Out of office. Into ilili.” For hotel guests, I wrote about how close dinner is: “Your room can wait,” “Skip room service. Walk to ilili,” “A short walk to a full table.”
Rules for all 24 ads
- Headline and button only
- No subheads and no address lines
- The food or the room in focus
- Photos recropped so the dish or dining room fills the frame, never hands, glasses or table edges
- One message, one button
- Every message keeps the same button and destination at every size
- Five standard sizes
- 300x600, 300x250, 728x90, 320x100 and 320x50