Widely used on websites or mobile applications, the banner is a graphic element usually rectangular or square in shape, inserted to highlight and advertise offers, products and brands. Here’s #5 best practices on how to create a banner.
#1 What is the banner?
The main goal of a banner is to communicate a message effectively, clearly and directly. In other words, the banner is that graphic element that must intrigue the visitor and convince him to deepen the topic by clicking on the sponsored action (e.g. request for information, purchase or whatever).
#2 the winning banner
To capture your target’s attention in seconds, image composition plays a critical role. The focal point of the graphic element will have to converge to the precise point of the action button. An effective banner is simple, clear with little easily readable text, even better if with an eye-catching copy,fresh or fun depending on the target. The text is balanced and there is a fair proportion between the negative space and the written space.
#3 The format, which one to choose
The tone of the message must be consistent with the identity of your brand, so it is advisable to use the same communication style, which translates into the same shades of color filters for the image and tone of voice and font for the part of the text. The different sizes available (160×600, 300×250, 320×50, 400×400, 480×60, 500×500, 728×90, 600×600) make compatibility easy. In this way each banner will adapt to the digital “place” where it will be published. You can also create static banners, in the common format “.jpg” or “.png” or animated banners in flash, “.gif” or html5 format. To get attention it’s great to add sounds or animations that will allow you to distinguish the banner from other static elements on the page. Another good practice is to create banners that comply with IAB standards,in order to be accepted by all the various SDRs, here you will find the guides provided by the IAB.
#4 Buy advertising space
We saw how and why to create a banner, but where does our ad appear? Or rather how and where to display our message? To display a banner, you must purchase an online space that will show our content to the most suitable target at the right time and time. If you want to delve deeper into the topic, here we talk about Programmatic Advertising and Native Programmatic.
#5 Beyond the Banner
A watchword is certainly interactivity. The banner allows the user to access, through an action, the information necessary to deepen the content of the proposed message. As a result, for example, the landing page, for example, must be as consistent as possible with the banner in shape, content and style. Therefore avoid generic landings on your site but direct as much as possible towards the final purpose of call to action.