Banner ads, like any other channel used for digital marketing today need to be approached with the end-user in mind. It is just like any other marketing campaign. You need to make sure you have a few things in place before you have the media go live. Below are a few thoughts on components that will help any banner ad seize the moment and achieve success.
To start you, need to have the product, service or promotion in place and know what your target audience is and what makes them tick. Many factors can be looked at to make your determination such as demographics, buyer personas, competition and need of the product to name a few. It is also a good idea to set out goals and budgets for the campaign.
Another step is to come up with the ad copy or concepts. Marketers us many different processes to come up with their ideas, so let yourself go here. Banner ads take advantage of impulse shoppers and those ready to make the purchase in their own buying cycle. This should be taken into consideration in your ad copy. In a post on the Marcus Letter website they suggested 7 elements of a good ad. They are as follows:
• Promise of Benefit
If you touch on all of these elements for your ad copy and keep your audience in mind, then you have a better chance of have good ad copy. If the copy does not resonate with the end-user then what’s the point?
Next comes the design and actual creation of the banner. This is the stage where you have to balance ad content with technology. Technology can take the spotlight if you let it and these two need to work together to get the message across. In a slide presentation by Soap Creative, they talk about the fact that interactive ads are 63% more effective so having a rich media banner is a good idea to employ for a greater chance of success. Interactivity is one of the six foundations for Great Digital Creative that is posted in the slides. The rest are:
• Interactive – 63% more effective
Other things to consider when using banner ads are: which websites to display on, what type of traffic and volume of traffic those websites get, how you’re going to drive traffic to your ad and of course you need to test the effectiveness of the banner and make changes as needed. It is also advised to consult or use a professional to help you reach your goals if you are not one.
To conclude, to give yourself the best chances of success you need to make sure that you know product and target audience well, have good copy, use dynamic design balanced with technology. It is when these elements come together that banner ad magic happens. Miss one and you might miss the show altogether.
WRITE THE AD, I PRAY YOU-Trippingly On The Tongue – posted on the Marcus Letter (http://www.marcusletter.com/writead.htm)
“AdAge Digital 2010 6 Foundations of Great Digital Creative” by Soap Creative on Apr 15, 2010 – (http://www.slideshare.net/soapcreative/adage-digital-2010-6-foundations-of-great-digital-creative?from=ss_embed)