Advertising campaigns are complex. There is strategy, budgeting, media planning and execution. And after implementation you have evaluation and tracking of your efforts to determine which parts are working and should be expanded, and which should be cut. Typically there are sales, account and marketing executives involved, adding to the complexity. Along the way, the creative might get neglected, or at least not given the proper attention it deserves.

This is unfortunate, because the people you are trying to reach and influence, your target demographic, only see the creative, and have no awareness or interest in all the effort that went into presenting that message to them in the proper context. You’ve got only that one chance to grab their attention and get them interested in your offering, so you need to make sure your ads are as effective as possible. If not, then all your other work has been for naught. And you’ll need to explain how you spent your budget without producing results.
Time and again I’ve seen ineffective banner ads go into production. I cringe every time, and feel sorry for the client. Worse is that I know they’ll blame the media for the poor performance of the ad, when in large part it is due to actual ad unit itself. When it comes time to create, or to review ads before they go live, there are a few things to look out for:
Make it compelling
Use evocative imagery and memorable, easy to understand copy. Try to make the add tell a story, or hint at a larger story behind the ad. You’re trying to spark curiosity and to get a second look from the viewer.
Make it simple
Don’t try to put everything you have to say in the banner ad itself. The point is to get people to click on the banner and then learn the details on the page they arrive on. Resist the temptation to list out too many details about your product, service or offer in the banner itself. If they are interested in your offer they’ll find out the details when they get there.
One clear message
This goes along with making your ad simple. Reduce your message to one point, one action item, that can be understood at a glance. Don’t try to combine brand positioning with a specific offer and an expiration date. The viewer does not have enough time to figure all that out.
Use animation effectively
Eye-catching motion can be done well. But if it is not done well then it is only annoying. There is no need to use blinking text or dancing silhouettes. Moving objects from background to foreground is an example of a simple technique that draws the viewer into the ad in an engaging manner.
Avoid clutter
Competing type faces, objects, messages, animation all combine to produce a banner that takes too much effort to parse. Complex or ill-conceived color palettes also are a distraction. This does not mean black and white. But two or three colors should be more than enough.
Make it small
Small files load faster. Your ad will be viewed more if it appears quickly on the page. If you’re using animation, Flash will produce a much smaller file than an animated GIF file, while also delivering a much smoother presentation. Static files should be reduced in complexity to achieve the smallest file size possible. A 728×90 or 300×250 ad should never need to be more than 50K. If it is you can optimize colors or frames to reduce the final size.
Many of these issues, ideally, are addressed when initially developing the overall marketing plan for your product or service. If so, then making sure that a clear message is carried all the way down into the actual banner often requires a constant vigilance on the part of the product or marketing manager. Other times the creation of the marketing strategy and the banner ad happens at once. In any case, always be aware of the context in which your ad is delivered, and what you want the viewer to know, feel and do after looking at your ad. Simplifying your message and delivering it in a clear and effective manner will pay off through increased click-throughs and awareness for your campaign.
Source: Stuart Constantine
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