Every day, more than a million different banners appear on the internet, how do you make yours stand out?
Display advertising is possibly the most well-known form of online advertising. Every day millions of banners appear on the internet, in every size and shape. A good display campaign starts like any other: define your audience, your message and your goals.
If you’ve got those three covered you can start with the design of the actual banner. What are the things you have to pay attention to when it comes to design and how do you stand out? Find out with these 9 tips.
The first step and probably the most important one is the Call to Action (CTA). The banner has to contain a specific action. The action should tempt people to click.
It helps when it’s clear why somebody should click on your banner. Do you want people to subscribe? Say ‘Subscribe here’. Do you want them to buy something say ‘buy now’ or ‘order here’.
Besides, a banner should stand out. One way to do this is the right use of colour: the best colour to use is orange. More about the use of colours later.
Besides a tempting Call to Action button, the necessity of your product or service should be clear. People buy faster when they think it’s the last chance to buy something. Well known examples are ‘the last few days’ or ‘the last ones’.
Familiarity provides confidence. It is important to place the logo of your business or organisation in the banner. Place the logo on the usual spot and don’t change the colour. Keep to your corporate design, that provides the most familiarity.
The use of contrasting colours is the key to a successful banner. To make it even easier you can use a colour chart or color circle, these show you exactly what colours contrast each other.
Besides all that, you should think about the different emotions that are linked to certain colours. For example: red is the colour of love and passion but also rage. The colour black gives off a more luxurious vibe and blue more of a calm and quiet vibe.
Last but not least, make sure that the banner isn’t completely white. If that is the case there is a fair chance that the banner won’t be shown on the page. It is mandatory that the difference between the advertisement and the page is shown. So, make sure you use a framework.
Een pakkende en overzichtelijke landingspagina is heel belangrijk. De landingspagina zie je natuurlijk niet voordat je klikt op de banner. Daarom is de eerder genoemde herkenning belangrijk en het moet meteen duidelijk zijn voor de consument waar hij of zij op beland is en wat zijn of haar actiepunt is. Het helpt om de Call To Action centraal op de pagina te plaatsen, houd het zo kort mogelijk. Laat onnodige informatie achterwege, hoe minder ruis hoe minder snel iemand afgeleid wordt van de oorspronkelijke boodschap.
You shouldn’t try to cover up all the space within the banner with text. The banners job is to tempt the customer. The landing page should be the banner’s extension. Keep it short and simple and let any unnecessary information be. Also, make sure you leave enough white space in the banner. This will help to make it seem more quiet.
When it comes to design, you have multiple options. First, you could choose between a static or a moving picture (like animated GIF banners). Our own experience tells us there is no real evidence that animated pictures have a better click through rate. But the fact is that movement draws attention. In the end it is the message that has to be decisive.
When you choose to use animated banners, you can extend your choice by upgrading them to HTML (dynamic banners). These banners offer a great deal of technological advantages. For example, they can be interactive. They can respond to the movement of your computer mouse and they adjust to your real time location by the use of geotargeting.
Finally, try to alternate your set of banners once in a while. Banners are often used for longer lasting campaigns. This is especially important when it comes to a retargeting campaign. When you use the same image over a longer period of time, your audience will get saturated and stop clicking. This phenomenon we call ‘banner exhaustion’. That is a waste of your hard work and very easy to prevent.
Author: Marijne Kluft
Posted on: 1 May 2020
Edited on: 1 May 2020