There are numerous variations of digital ads these days
including static images, animated GIFs, videos, 3-D, and VR. For
the sake of time, let’s take a look at static banner ads and
figure out how we can design these to maximize our click-through
rate. On a screen, phone or computer, digital banner ads are
essentially miniature billboards that assist in selling your
business or product. When thinking about the concept or design of
digital ads, you need to keep the previous mention in mind. The
view time with each potential customer will be very brief. You need
to catch their attention fast before they scroll past your ad and
miss it completely.
MAKE IT STAND OUT
According to the IAB, “Ad unit content
must be clearly distinguishable from publisher or unpaid content on
the page (for example an ad unit may have clearly defined borders
so it is not confused with normal page content).” Since the
majority of webpage backgrounds are white, using a colored
background will help your ad stand out. We recommend using your
brand color palette to create a consistent look among your
advertising and design. Photos are another great way to draw
attention to your ad. Be sure the photo is adding value and not
just taking up space.
KEEP IT SIMPLE
When writing copy for ads, you need to keep it simple. Your
message should be short (5-10 words MAX!) and should have an
value proposition . These ads will be fairly
small on screen so the design and layout should also be simple and
easy to digest.
If you decide to use a photo make sure it is not full of
intricate details and does not distract from your message.
CALL TO ACTION
You don’t just want customers to simply see your ad, you want
them to TAKE ACTION on it. Having an intriguing call to action
(CTA) along with a great value proposition will drive users to your
website or landing page. This will be the most effective way to
generate leads and increase revenue.
Many companies want their logo to be prominent and stand out in
their advertising. However, in digital ads this should not be the
main focus. Yes, it should be included but your value proposition
and CTA should be the stars.
Let’s take a look at one of our digital ads and see how
we’ve implemented the practices above. In the following ad
we’ve created a bright yet simple background that will easily
stick out on almost any webpage. The value proposition is short and
easy to comprehend and there is a distinct call to action. Instead
of using our full logo, we’ve taken only the pig tail and
included it in the top corner. It is okay not to use the full logo
within this specific ad because the content describes our business
and once a customer clicks, they will be directed to our landing
page that will clearly define our brand and who we are.
Do you need help with your digital advertising? Our experts can
handle all of the details from concept to completion. Drop us a
line and let us know how we can help.
Source: FS – Social Media Blogs 1
DIGITAL BANNER ADS: BEST PRACTICES FOR YOUR MINI BILLBOARDS