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CREATE MORE BRAND AWARENESS WITH WEB SITE DISPLAY BANNER ADVERTISING. MAKE A VISUAL SPECTACLE THAT STANDS OUT, INVITES AND CALMLY ENDORSE YOUR BUSINESS. TIME TO STRUT THOSE TAIL FEATHERS...

Website Banner Ad Display

Online Display Advertising are visual, search engine optimised sections/banners placed on external web sites to draw traffc to your site and escalate brand awareness. Banners usually run in a horisontal or vertical "block" on a site with a link directed to your web site or campaign. You pay the host site per impression - the amounts of times the ad is 'shown' at a given time.

The main purpose of your banner ad should be to get your viewer to "click". If you do not have a branded, clear message with a direct call to action, chances are your viewers won't engage.

No one goes to a website to look at banner ads, they go to that site for relevant information. Not one person, except maybe advertising adversaries, will be looking at banner ads all day. Here are three tips from my side on how to make the eye rest on your banner, if only for a second:

 

1. Less is more

Overkill...don't. Simplicity is king in Banner Advertising. Try and entice your viewer with stylish lines, simple spacing and a 10 word (maximum) call to action. Keep your visuals to the minimum, and rather use some color psychology to draw the viewer towards your ad. If you think about it logically, the first thing they eye sees is color, if intrigued it will follow the visual and lastly read the information to determine a response. Be careful though: Strong striking colors must be used as accents and not in total. There is nothing more irritating than lime greens and flashing pinks distracting the viewer from his/her initial browse. If your banner flows easily and catches the eye, your click through rate will definitely improve.

 

2. To Move or not to move...

Movement can attract more attention, but can also do serious damage. Nothing stops you from segmenting your display banner design into static and animated, having short bursts of exposure and tracking its success. Then only do you know for sure what your audience prefers. Be weary of so called "banner blindness" on sites where viewer simply develop a blind eye towards sections of advertising. Jacob Nielsen in his article Banner Blindness: Old and New Findings has a curious conclusion: By making an ad integrate with native site content, in otherwords almost look like its part of the site, it forces the viewer to look at your ad. Although he deems this unethical, there is a vital point to be made here. "When in Rome" ... may just benefit. On a site with lots of clean white space and resting places for the eye, follow suit. On a busy loaded site, segementise and see if busy does not earn more clicks...same goes for movement.

 

3.Curiosity killed the...

The heading says it all. By using a half written sentence, you are inviting the viewer to explore further. You have about 10 words maximum before the reader moves their eye...make it count. We all know curiosity kills the cat, but what if this is a NASA Curiosity campaign? Intrigue your viewer: "You will never guess what we have up our sleeve..." or "did you know, what we just did? - and add a simple call to action: "click here to find out". So in a nutshell, tip three is concept - lure, appeal, intrigue...have some fun with words and your audience will too.

 

Make them stay

Let me just make it clear: Getting a viewer to click only means success if they engage. If they go to your target page and immediately closes it, game over. Plan, strategise and have fun. All people are just grown up children. Make their click memorable, and you will have true ROI. comScore stats says: "The average person is served over 1,700 banner ads per month". Do you remember any?"

Your Banner Add's Motto: Keep track, move things, change words and most of all ...be flexible to your viewers wims

 

A Handy Tip

Digital Display Advertising can be very expensive and is often not viable for small to medium enterpises. This should not stop you form having a visual banner as back-up to your Adword campaign - often Google will use them on third party sites (for example Gumtree) and you will just pay per click!

 

Worthy browsing:

How Banner Ads Work

"Banner ads are usually relatively simple pieces of HTML code, but their presence on the Web and their importance in Internet-based business is immense. "

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Nine Tips to Create Banners for Profitable Advertising

"If you’re planning to spend money on banner ads, here are a few tips to think about before you get inside and play dirty:"

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What Consumers Hate about Online Ads

"Until the study is complete, our advice to online advertisers: Don't try to fool users, place ads at a relevant point on the experience path, give the users some control, and they are likelier to pay attention to an ad."

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