The Wall Street Journal
My role
As Senior Interactive Designer I lead initial designs of standard ad units for The Wall Street Journal’s Ad Innovation team, such as the “Headline Hero”, which allows clients to feature multiple sections of content that can work as a whole and be interactive in their own individual manner at the same time.
Tools: Adobe Photoshop, Adobe Illustrator, Adobe XD, Celtra Rich Media platform
The beginnings of development for the “Headline Hero” ad unit came from client requests to develop an experience that could serve multiple pieces of content for desktop viewers. I tested out different layouts to see how content was best displayed without looking overcrowded or being too disruptive if animated.
Working alongside the Ad Innovation team, I was able to land on a style that remained visually related to overall campaign or brand. We tested and found that 3 to 4 pieces of content yielded better engagement results, driving up consumbtion tim and CTR over standard units with one piece of content.
“Headline Hero” ad units were designed to be responsive across both desktop and mobile devices. While all content remained within the ad unit frame on larger monitors, on a mobile Dow Jones website the content would switch to a gallery format the maintain the ad’s interactivity.
Many “Headline Hero” ad units were developed alongside Events and Marketing teams at The Wall Street Journal, using assets to create experiences that served as condensed previews of the main Event landing page.
Below are more examples of “Headline Hero” ad experiences I designed and developed in Celtra’s rich media platform over my tenure with the Ad Innovation team at The Wall Street Journal.
