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11 Tips For Creative Display Ad And Banner Design
At Banners Mall we specialize in web banner design which increases click rates and conversions. And we do this by combining our knowledge of creating visually appealing and interactive ads with optimizing performance (i.e. making ads easier to load).
New to the world of banner design and display ads? Here’s a quick backgrounder
The GIF format first appeared in June 1987. The first banner ads appeared in 1994, with the launch of Wired Magazine’s digital content. And it wouldn’t be until more than 25 years later that HTML5 would be officially released in 2014.
Today GIF and HTML5 are the most prevalently used website banner design formats.
Though much has changed since the advent of these types of banners, and banner ad campaigns as a whole, some fundamentals remain true: a banner needs to have a compelling message to attract consumers. And banner animation increases engagement levels.
The stakes are higher than ever now when competing for consumer’s attention and creative web banner design is key. Equally important is mobile optimization. Especially when consumers are spending as much time as they are on mobile devices.
Within the broad umbrella of mobile optimization lie considerations of screen size, connection data rate, and run-time environment.
Desktop screen sizes are generally large enough to display most ads. Mobile of course is a different ballgame altogether. Resizing your designs to ensure they work in all of the environments you require is very important as a result. In addition to size, file weight is important to consider as well, as it can delay page loading and cause users to lose interest.
In 2018 it’s been projected by eMarketer that mobile ad spending will come in at 75% of all digital ad spending in the U.S. This is a 20% increase over the last year to $70 billion USD. In the past decade U.S. spending on mobile ads has increased by 21 775%.
Banner ads have performed as the second highest revenue generating format across all regions, globally according to Appodeal, an ad mediation company. They ranked just behind mobile video advertising.
While the performance of other ad formats continues to fluctuate, the strong performance of banner ads has much to do with their extremely high impression rates and ability to monetize.
Helping customers find solutions and monetizing this interaction is at the heart of every campaign. As is increasing the number of customers engaged with each ad campaign. That’s why we focus on creative banner design at BannersMall and offer packages tailored to AdMob, AdRoll, and AdWords.
Here are a few tips for creative banner design from our friends at Kimp, our favourite unlimited graphic design service, that effectively promote your products. You can use these on static designs, though we recommend animated banner design:
- Consistent placement of your logo—if you want consumers to know beyond a shadow of doubt that your brand is providing a particular solution, consistently place your logo.
- Appeal to emotion with your copy – generate an emotional connection (make your audience laugh or feel sentimental) or sell a promise to improve consumers’ lives.
- Appeal to emotion with your images—instead of a wide array of images that are disconnected from your CTA, choose a single image that draws your audience in.
- Try using your brand colour primarily so that your CTA can serve as a pop of colour.
- Tie your banner ad creatives to your larger marketing strategy. Build on the campaigns you have running by referring back to their copy with a simple CTA.
- Using your ad copy, ask a question, or begin a sentence for which your logo and tagline are the solution.
- Use longer messages on your CTA buttons. Make them a part of your overall ad copy and include directional signage (i.e. an arrow) to help consumers navigate.
- Have a brand ambassador? Or a brand asset (e.g. mascot, character, etc.)? Use them in your banner ads! Consistency is key not only when it comes to your logo.
- Add a mouse arrow on the edge of your CTA button to trigger an action.
- Use a promotion in you CTA. Instead of “Learn More” or “Buy Now”, consider “Start Your Free Trial”.
- Incorporate A/B testing into your design when considering placement of your message, CTA buttons and use of colour.
Over to you! Try out any or all of these web banner design ideas and make your next campaign more impactful than the last.