The lowly and misunderstood ad banner has been around since the dawn of the (commercial) Internet… and it’s still plugging away today. Even though newer and cooler forms of advertising like paid search, social media, and mobile advertising, have (seemingly) passed it by.
Why should you still care about banner ads? Well, for starters, brand advertising is coming back in vogue… shocking but true!
Seems that marketers have finally figured out what consumers have known all along – we buy from brands we’re familiar with! That’s why eMarketer now forecasts growth in online display ads (i.e., banner ads) will outstrip that for paid search through 2014.
Said another way, banner ads may not generate many clicks… but they do generate the kind of “awareness” that makes us: click on a brand’s link in search results, mention a brand to friends, and notice a brand when shopping (online or offline). All of which, sooner or later, results in the cash register ringing!
Here are six essential tips to building your brand with banner advertising:
- Bigger truly is better. The more website real estate you cover with your ad the better. This ensures that more people see your ad (whether they realize it or not) and are influenced by your brand message.
- Keep it moving. Our eyes are designed to notice small movements on a Web page. So get your ad moving, but do it in a way that engages not tricks (please, no blinking ads!). Maybe a graphic that builds or changes its message… you get the idea!
- Aim really high. Get your advertising as high up on the page as you can. More people will notice it plus it helps your chances of always being “above the fold”. This is why everyone competes for the number one slot in Google search results.
- Context is king. Design your advertising to fit in with the content and design of the website(s) your ad shows on. This keeps it from looking too much like advertising. Believe it or not, many prospects don’t like reading ads.
- Not a one-time shot. Building your brand takes time, so plan to keep your ads running for at least a few months… or as long as you can! Think about it. When was the last time you acted on an ad the first time you saw it. Never. That’s right.
- Change it up… but not too often. Prospects notice your advertising the first few times but then stop seeing it. So change up your ad every once in a while (think monthly). But be careful of changing too often… otherwise your brand message won’t sink in.
Now we’re not saying don’t do paid search, mobile marketing, or whatever the advertising flavor of the day is (iPad anyone?). We are saying you need to also invest in developing your brand in the minds of customers and prospects. And that’s where your newly empowered ad banner comes to the rescue!
Have your own tips on banner advertising? Let us know!
Want to learn more on this fun topic? Check out these posts:
And don’t forget, we’re here to help… give us a call at 888-330-3236.