NEW YORK (AdAge.com) -- What makes a great online display ad? Ashley Ringrose, co-founder of Soap Creative and curator of Bannerblog, has a few ideas. Among them: A truly interactive ad must have an interactive idea. That, and it should be useful, not annoying, to consumers.
Mr. Ringrose presented his six rules for making great web ads at Ad Age's Digital Conference last week. While online display can seem like a wasteland, there are plenty of examples of great work from the likes of Crispin Porter & Bogusky for VW, Bridge Worldwide for Pringles, Glue UK for Coke Zero and Grand Union for the U.K.'s National Health Service.
See some of the best creative executions on the web and what made them work. Ringrose's presentation embedded below.