How To Fix Your Dumb Banner Ad Mistakes

How To Fix Your Dumb Banner Ad Mistakes
SHARE
THIS



Banner advertising can be a visual feast with the potential to garner clicks and boost your ROI. But they can also be a total failure. Dan Ferguson, chief marketing officer at crowdsourcing design marketplace DesignCrowd, shows us how to avoid the most common banner advertising mistakes.

One of the fascinating features of banners as a medium is that you can win in this medium with incredibly well observed, timely and personal messages (retargeting) as well as mass audience ‘stop sign’ type page disruption or at the very least – distraction – tactics.

Accordingly there is a broad scope for daring design – albeit within the often narrow physical constraints of whatever format or banner size your message is appearing in – but most digital marketers are no strangers to space constraints given the 35/25/25 maxim of SEM.

Yet despite this potential, there are plenty of banner blunders out there, from poor branding to colour overkill to lacking Calls-to-Action. Here’s what you should avoid in your banner designs:

Ignoring Your Brand

Like everything else, your banner ads need to be branded. The visual elements of your brand spread awareness about what you do, help make the ad recognisable and also communicate your overall brand message.

Make sure your brand colours, icons, logos and fonts are used in your banner ads.

Twitter and eBay, for instance, are both great banner branders.

Competitive advantage can sometimes be found in unusual ways of incorporating brand in less space – try limiting to thematic, colour or iconic representations. Don’t be afraid to test informal brand representations to drive CTR – after all your prospect can always get to know you (and your complete brand) once you’ve secured their initial interest with a click..

Cluttered Colours

Colours need to be bold, but too many colours can also send the wrong messages to a user or result in an ad that looks amateur and childish. Choosing a colour scheme of 1-3 is best, and these colours should ideally flow on from your brand colour palettes.

Think about how Coke uses its red in its banners, for example, or the oranges that continually fill these ING ads or the instantly recognisable blue that signifies Facebook is on the scene:

PRO-TIP >>Colours are one of the easiest – and sometimes highest impact – changes you can A/B or MV test. Colours can infer emotional messages that can drive or reduce CTR depending on context and your audience.

Cramming

Remember in high school when you used to cram for exams, trying to fit in as much information as possible? It might’ve worked back then, but it doesn’t work for display ads.

Cramming too much information and images into your banner ad means you’re essentially designing something that will look like spam. Instead, aim for streamlined and focused designs that communicate a single, clear purpose, like this ad for Disney World.

PRO-TIP >>Rationalising and paring back elements to streamline your ad wont help to address a weak offer or value proposition. Before pruning make sure you are using your most compelling hook or ‘reason to engage’ – then communicate it with impact, succinctly

Uh, Targeting … Who?

One of the biggest mistakes marketers and business owners make is to overlook the exact target audience they are trying to reach with their banner ads. Who, exactly, do you want to gain clicks from? Do the visual aspects of your ad speak directly to this group? Or are they just forming a ‘pretty’ design?

PRO-TIP>>When designing with audience mindset as context, avoid generalisations and/or datapoints that are better A/B tested –  ie ‘males 25-40 won’t click on pink’. Favour specific behavioural insights ie. our key buyer is an office manager who favours on-site search to surgically identify their purchases in the minimum time possible’.

Absent or Unclear CTAs (call to action)

This is a huge error in display designs, but one that occurs often. Your ad must include a Call to Action, and this Call must be visually and conceptually clear, telling the viewer exactly what to do and why. Think about what generates high click volumes and what value you are offering the user in return.

Consider the clarity that this Netflix ad for The Lorax displays.

The offering/benefits are simple to understand (watch instantly, free trial) and the Call to Action (“sign up now”) is clear.

Don’t forget that wherever your users end up after the click, you must also deliver on your Call to Action promise.

PRO-TIP>>Test different CTA’s to attract more cautious audiences. To secure a customer ‘first date’ try replacing a ‘purchase’ CTA with a ‘take the next step’ CTA.

Wrong Banner Choices

Banners are typically static, but you can introduce animations or animated effects into your designs. Do this well and it can increase your click rates. Do it poorly, and your ad will again look like Spam and be ignored by users. Similarly, be careful with floating and pop-up banners unless you’re especially confident they’ll result in higher clicks, as they can deter users and simply become ad pests instead.

PRO-TIP>>If you’re going to animate often the placement will entail a premium – so be sure that the incremental cost is outweighed by the impact & when seeking incremental value remember that at its most basic animation can allow you to expand your selling points ameliorating ‘cramming’ risk.

Please login with linkedin to comment

Latest News

Zenith Sydney MD Karen Halligan To Depart
  • Media

Zenith Sydney MD Karen Halligan To Depart

Zenith Sydney's Karen Halligan has pulled-up stumps, although that's not to infer bad light had anything to do with it.

by B&T Magazine

B&T Magazine
PR Agency Hotwire Rebrands
  • Marketing
  • Media

PR Agency Hotwire Rebrands

PR agency Hotwire has rebranded, yet sadly not to "Hot Cocks Who Rock Your Socks Off". Which would've been far cooler.

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]

Domo Introduces New Data Security Software Solution
  • Marketing
  • Technology

Domo Introduces New Data Security Software Solution

Domo has announced it has introduced new cloud security technology for its Bring Your Own Key (BYOK) software, which includes unique capabilities like rolling generation of data encryption keys and a built-in kill switch. Domo BYOK is the first BYOK enterprise software solution for cloud analytics and business intelligence, and builds on the company’s existing security, compliance and […]

Shopper Media Group Grows Sydney & Melbourne Sales Teams
  • Advertising
  • Marketing
  • Media

Shopper Media Group Grows Sydney & Melbourne Sales Teams

Shopper Media Group (SMG) has continued to grow its Sydney and Melbourne sales teams to keep up with the demand for Smartlite Panels for shopping centres. Ashley Munro joins SMG as group sales manager for Sydney, having previously worked in a similar role at NOVA Entertainment. Laura Mason has been appointed as SMG’s business manager […]

RIO DE JANEIRO, BRAZIL - AUGUST 14:  Usain Bolt of Jamaica competes in the Men's 100 meter semifinal on Day 9 of the Rio 2016 Olympic Games at the Olympic Stadium on August 14, 2016 in Rio de Janeiro, Brazil.  (Photo by Cameron Spencer/Getty Images)
  • Advertising
  • Media

Olympics, Census Prove Tough Hurdles For Media Agencies: SMI

Australia’s media agency market has experienced another tough month in August, according to the latest data by Standard Media Index (SMI). SMI noted the softer demand this time around was primarily due to the Rio Olympics and Census providing abnormal bookings last year, resulting in demand for August 2017 so far being back 12.1 per […]