Do you hate logging on to your MSN everyday, only to see something popping up and starting to play by itself at the left bottom of the screen? What's your reaction? Pleasing or annoying, it has caught your eyes, some where, some how. Hasn't it?
Some people say banner ad is slowly fading out in effectiveness. I do not disagree. Over the years, online advertising has been widely used as a popular marketing tool for businesses all over the world. Marketing messages are everywhere and they become too loud and misleading. But at the same time, I could still see it soaring high for at least the next 5 years. Because the World Wide Web is part of our life, it keeps us informed and connected; trilions of people are making money out of it on a 24/7 basis; hence, this business can only grow stronger and stronger- it cannot afford to die.
Key is, how do we do it right?
The factors below are worth to be considered.
1)Location and size of ad
They do matter. Online banners are not cheap, do not waste your money investing in the wrong space. Certain locations tend to be more successful. This is also why some spaces tend to be cheap, some tends to sell at a higher price. For instance, Google's AdSense ad locations heatmap shows these locations, with darker orange giving the strongest performance and fading to light yellow with the weakest performance.
2)Storyboard
Do you have an interesting story to tell? Cut the long story short because online banners don't do magic. Keep it precise because you only have one chance to give that first impression. Don't expect user to click on a long-winded banner- if they want to see stories they might as well go read a book or watch youtube. ;)
Look at this story, well-structured, but it takes 5 frames for one to realize the carat, ie. "Free KFC". How many people would actually wait to see the last frame?
3)Design and creative
It needs to be simple and clean. Always blend the colour, concept and overall design with the relevant contents.
4)Attractive copy
People like to see words like "Free" and "Win". Oh especially Malaysians and Singaporeans (ehem!). I know how you may think words like these are over-used and they are deceiving. But they are still powerful so fret not. Again, this copy oughts to stand out, not to be hidden in the last few frames.
5)Animation, sound, video
If the space supports rich media like these, make good use of it. However, do note that a banner with excessive animation would only make the file heavy. So check the allocated file size before you proceed.
6)Buttons
Replay, close, hyperlink. This is to make the banner more user friendly. We don't like to see a banner that keeps playing and there's no close button on it. It feels like we're forced to see your show. ;)
7)Practicality
Don't try to fool users. People appreciate authenticity over exaggeration. Besides, using over exaggerating ads make your company image less credible.
This ad tells me that after drinking Milo, I can kick like how Stephen Chow does in his Shaolin Soccer.
8)Add humour ;)
This is to support what is mentioned in (7). A bit of humour gives a new life/ twist to the story. You may exaggerate a little just to put a smile on the audience's face.
To me, an ad is an ad. It is hard to justify one's ROI by just seeing the click-through or conversion rate. As people do not know what will appear on a page at any given time, it is important to realize that mere exposure to your banner ads on a regular basis will result in an increase in interest and subsequent sales for your company. When the strategies are done correctly, ad placed at the right location and seen by the correct eyes, it can drive you high traffic and your desired effectiveness.
Have you got something to share?
