The debate for banner ad effectiveness is a toss-up. There are those who say it is obsolete and others who are searching for new ways to design and place the ads in such a way to maintain their effectiveness.
Although there is a general decrease in the use of banner ads (Is Banner Advertising Dead?), there are some statistics that show that banner ads aren’t dead.
There was a study that found that users who ended up on a website redirected from a banner ad were 70% more likely to complete a desired action than those who visited the page via any other medium.
Another study showed that banner ads have a 33% higher response rate than billboards, which are mostly use to promote brand awareness and top of mind.
Banner ads today don’t have to be the tacky ads they once were, banner ads today are smarter than before and placed in more effective ways than they once were.
So, how can I make sure my banner is effective?
The good thing about banner ads, like online campaigning in general, is that click-through rates and responsiveness can be precisely measured and you can understand exactly what is working and what isn’t and how much. Here are three ways to make sure your banner ad is effective:
- Incorporate branded content: remember that users typically look at a brand for just a split second and it’s your job to pique their interest enough to keep looking. Make sure that with just one glance, they know who is advertising to them. Your brand or logo should be clear.
- Create an eye-catching ad: This is obvious for any ad in any medium, but with online banner ads you can use animation or large text and bright colors to draw user’s attention away from where they are looking. Remember though, that users are smarter now and don’t like to be bothered anymore, flashing ads and purposely distracting content is now more bothersome than it is eye-catching. Be concise with your design, make sure the words and images you use are well thought out. Provoke your consumer but don’t annoy them.
- Call to action: Give your user a next step. If you’re promoting a sale or a free trial, make it clear. “Start your free trial now” “30% Off Your Entire Purchase Now”, etc. A compelling message is an easy way to get your consumer to the next step.