What Are the Characteristics of Effective Banner Ads?

Banner ads have formed part of a well-rounded online marketing strategy for businesses for many, many years. In fact, while other tactics have emerged and disappeared, banner ads have remained strong and continue to drive positive outcomes to this day.
As this Statista report highlights, banner advertising spending is forecast to increase annually and will exceed $87bn in 2028.

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What Exactly Are Banner Ads?

Banner ads are rectangular, often placed in the sidebar or at the top or bottom of a web page, and generally contain a combination of imagery and text. These clickable ads are used to promote products or services.

HTML 5 ads, examples of which can be seen at https://thebannermen.com/banners/animated-ads/html5/, can also support animations, which tend to be even more attention-grabbing than static banner adverts.

What Makes an Effective Banner Ad?

The components of strong banner ads include:

– Clear call-to-action

A compelling and clear call-to-action will encourage an intended audience to click on the banner ad and complete a specific action, such as making a purchase or signing up to a mailing list.

– Relevant

When a banner ad appeals to the needs and wants of an intended audience, it will secure more click-throughs than an irrelevant advert that isn’t equipped to capture the attention of the right people.

– Strong imagery

Too much text can very quickly overwhelm a banner ad, which is why it must utilise strong imagery that clearly communicates a very specific message. If an intended audience can’t immediately tell what a banner ad is promoting, they aren’t going to stick around to find out.

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– Branded

Banner ads must contain the same visual language as the rest of a brand’s messaging. Without this, it simply isn’t possible to utilise banner advertising to boost brand recognition in a busy online space.

About the author

Lisa Alther

Lisa Alther is a farmer of words in the field of creativity. She is an experienced independent content writer with a demonstrated history of working in the writing and editing industry. She is a multi-niche content chef who loves cooking new things.

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