Creating Effective Banner Ads

Banner ads can be an effective marketing tool if they are used correctly. Ultimately, banner ads let marketers expose people to their brand or any new products that they may not know of. This seems like common sense for a digital marketer, but it can be harder than it seems to create a truly engaging banner ad. This article will address best practices with banner ads and alternatively, worst practices as well.

When you are scrolling on a website there often are times you see a very unappealing banner ad. It will have large bold yellow or red text, a product, and a gradient background. Odds are that you will either completely disregard the ad or look at it and acknowledge how annoying it is. In either case the ad will not be accomplishing what the creator intended it to. This is the perfect example of a poorly made banner ad.

The first step to creating an effective banner ad is to come up with a clear and concise message. Longer explanations can take up too much room in a banner and create a cluttered ad. However, even if you create a short message, if it does not make sense or have a clear objective for the consumer then they might not feel the need to actually click it. Thus the choice of text is important for spurring the consumer to click on your ad. Standard advertisement messages are usually par for the course (“Don’t miss this deal!” “Last chance for savings!”), but anything that speaks to a differentiating factor in your product or the message you want to get across can be just as effective.

Screen Shot 2016-05-18 at 5.50.16 AM
Banner Ad for Forever21

The second step to creating an effective banner ad is by adding clarity, attractiveness, and compatibility with the host website. Clarity refers to the read-ability and detail in the ad. Banners should be sharp with no pixilation or accidental blur. The text should also be clear and easily legible since it will only be glanced at briefly. Attractiveness is the way the whole banner is presented; with an appropriate font, coordinated colors, and wise usage of graphics, almost everyone who sees it will contemplate clicking. Finally, compatibility with the host website is the way the color scheme and design tie in with the actual website or landing page the banner is displayed on. It should have a similar look and feel to the host page so it can build some trust with the consumer.

Banner ads are often criticized as being annoying and irrelevant to users. However, as Google works harder to perfect targeting algorithms for their customers, the effectiveness of banner ads grows. Thus, it is important for any digital marketer to understand how to create an actually effective ad that can help their marketing campaign.




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