Back in 1996, the Internet Advertising Bureau or IAB began to promote online advertising banner standards to control the escalating online advertising industry. Chaos reigned but the standards helped ad agencies become more efficient in their buying and selling of advertising space.
The IAB?s standard format for banner advertising is the 468 x 60 ad banner. It is no secret that banner ads have been under attack and the critics vehement in their denunciation of them. The common sentiment among the critics is that banner ads are a waste of money. However, in favor of banner advertising is the fact that banners are a powerful and quantifiable branding medium.
The advertiser using banner advertising will need to decide his or her business goals. Do you want to focus your banner ads solely on building brand awareness? Do you want the banners to direct attention to your products or services with the intention of selling? Do you want the banners to serve the purpose of driving traffic to your website? These are considerations you will have to make before you set out to use banner ads.
Designing great banners can be done any number of ways and the guidelines below will give you some ideas on how to go about using banner advertising effectively.
Begin with a fantastic concept! Banner advertising like any other advertising medium should begin with a great idea, which is useful in communicating your offer in a clear manner.
Keep your focus on the consumer when designing your banner concept. Banner advertising is effective only if the material is relevant to your target audience and the product or service you are selling. Your ad has to talk to the audience in a language they understand, targeting their specific requirements to interest them in your site.
When designing banner ads you have to be clear about what you want your ad to achieve. What is the purpose of the banner? For example, the click-through-rate or pay-per-click rate is the key metric. Online marketers using this method of advertising have begun to design more complex measures such as consumer behavior after ?the click?.
Keep it simple really needs no explanation. When people are looking for information they are busy and don?t really want to be bothered by advertisements. However, if your concept is attractive enough and simple enough to catch the consumer?s eye, you are half way home to a sale. Complicated banner ads will get passed by ? in today?s world, time is the essence. A simple ad with something intriguing to stir the consumer?s subconscious mind and imagination is what you need.
One thing you should never do is sacrifice brand integrity. By this it means you should not jump into short term enticements that in the long run ruin brand integrity. You need to think long term when building brand image.
You need to use brand advertising to optimize a one-to-one relationship with the consumer. Entice them and then hold them captive.
Source: http://www.website-101.com/banner-advertising-designing-an-effective-banner.html
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