How to Design a Stand Out Banner Ad
You might think a banner ad is just an ad that appears at the top or in the side bar of a website but it’s evolved to so much more. In the past few years, banner ads have started to reinvent themselves, thanks to our dear friend, social media.
Did you know every Facebook ad is considered a banner ad, every Instagram sponsored post is a banner ad, and every promoted pin is a banner ad? The differences are in the platforms and the audiences they target.
So before you start designing and placing a banner ad, take the time to get to know your target audience to determine the platforms most appropriate. Get to know their interests and mindset. Know what devices they use (and, hence, will be viewing your banner on!). Once you’ve defined your target audience and determined the most appropriate platforms, you can begin the second step – getting it down on paper.
So let’s review three elements of effective, stand out banner ads that will help you get desirable results.
Your brand’s value proposition should be clearly communicated on your banner ad so readers know right away what your business does and how you can help them. It should pop out of the ad immediately! The reader won’t take the time to figure it out on his or her own, so you must do the work for them.
Clear Call to Action
Your banner ad needs to clearly tell the reader what action to take, just like your value proposition. The key here is being clear and concise! When defining your audience, you should also determine what you want them to do to. Do you want them to go to your website and sign up for your newsletter? Do you want them to go to your website and purchase a specific product?
Implement these elements to ensure the call to action jumps out of your banner ad:
- Text – Use a clear and easy to understand actionable language.
- Design – Choose colors, shapes, sizes and fonts that are in sync with your ad and are easy to read, but also stand out from the rest of your ad.
- Placement – Give enough space around your CTA button to ensure there are not other distracting elements around it.
Creative, Eye Catching Design
Do you remember the last time you saw a banner ad that stood out to you? What was the branding? What colors were used? Was it animated? What about the alignment of the visual elements? Maybe you didn’t think about the design, colors or images on the banner ad. And that’s kind of the point. A good banner ad design is simple and effortless. There isn’t a lot of time for the reader to analyze it (before their eyes move somewhere else) so the design must be concise.
Banner ads can be very effective when done correctly. Don’t forget to dig into your audiences’ preferences before starting the design process. Display a clear value proposition and call to action so the reader doesn’t have to think about what to do. Couple that with an appealing design and your banner ad is already off to a successful start.