Banner advertising, advertising on other websites on the internet, using pictures, animations or an interactive image. It seems so easy and logical that you would think on today’s Worldwide Web this type of e-marketing wouldn’t stand out enough and would bleed to death – which is what’s being told to marketers nowadays by the media – but the contrary is true.
We see two big parties growing concerning this topic, one that believes ban advertising is dead already since a few years and one party that holds on to it because these marketing experts see ways of how banner ads can work in this modern world of online marketing.
WHY IT WORKS
The main reason that you as a marketer might think banner advertising isn’t very effective, is that consumers, people on the web are focused on something else than your banner, such as browsing a website. But from studies is concluded that confronting your audience at those unexpected moments, gives you a good result. The idea is to get them exposure to the brand. Secondly it has been concluded after many studies that consumers engage with banner ads more than TV or outdoor ads. Besides all this, banner ads have the ability to hyper-target by age, lifestyle, and geography better than most other mediums. Another advantage of using banners is that it immediately does a really good job for your SEO and visibility online.
FILTERING IT OUT
It is true that it can be frustrating that the click-through is way less than you might want to see. Because of the high amount of it, people start filtering the banners out. But somehow the banners do make people aware of your name (un)consciously. If you do want more than only unconscious awareness but actual click-through or real interest, then there are some things to keep in mind when designing a banner advertisement.
Keep it sleek and true
What most people say when you would ask them why they hate banners, the answer is probably going to be the fact that they can be so screaming for attention, and that they are ugly when they are so flashy with their changing rainbow colours. That’s why, when you want to get at least to the person’s mind positively, you can best design a clear-to-read short message on a clean background with probably a picture of your product.
Don’t let go on the style
Even if you design the most amazing banner, it will not be effective if it doesn’t follow your corporate identity. When seeing the banner it has to be clear it is yours and the link should be easy to make in the audience’s head. That link in their minds makes that you score +1 on exposure. Besides that it also is best when it is designed in the style of the website, because if it looks totally different, people might get confused after the click-through and think the wrong website has been linked to it. If that happens you definitely lose their attention and that’s what we don’t want of course.
Call to action
If you use CTA it should be clear what you want from the consumer, to not give the audience the feeling that you try to mislead them, since that will cost you clicks and over the long term engagement and trust.
If you see the behaviour of your audience and when you can follow their searches and purchases, for example on a booking site for holidays, you can see which of your different designed ads will fit your targeted consumer best. One can state if it is about a family with three little children and a dog, or if we are targeting at a young wealthy couple. That way you can choose one of your designs that would attract their attention the most, because it fits their life, their lifestyle so it becomes immediately more interesting for them.
A really good example of this we see here below, in the advertisement campaign of Nissan, the car brand.
Don’t let yourself make crazy about the media that says banner ads don’t do their work anymore. As long as you keep in mind what’s the reason people hate them, and as long as you don’t use those features but do it on a classy level, you can get a lot of benefit from your ads.