Banner ads are one of the most prolific forms of marketing used in today’s online world. All companies use them in one form or another because they’re an affordable, measurable and effective medium to increase brand awareness – and there’s a lot of design work out there for them.
With technologies developing at a rapid rate and competition becoming fiercer by the minute, the all-important click-through rate is essential. Media buying (also referred to as display advertising) is simply a fancy word for purchasing banner ad space on a website, a network of websites, or an ad exchange network.
Some Technical Stuff…
The costs and analysis of the ads are in 3 different forms. CPM (cost per thousand) which would benefit website publishers because they get paid for simply displaying the ads. CPA (cost per acquisition) where the advertiser pays for each specified action. CPC (cost per click) - Advertisers will pay Internet Publishers based on the number of clicks a specific ad gets, all of which will depend on the client’s requirements.
Some Creative Stuff…
Taking all this information on board, we are left with the burning question…what makes a great banner ad? There are lots of factors which will need to be taken into consideration, such as keeping your files small and the design simple along with making your text instantly readable. Now I could go on but I think if you are like me and fellow creative friends, you will be itching at this point to see what I have found and have your mind blown by what’s out there right now. Enjoy!
1. Audi – Curves
This is great how they have bought in the entire web page to work with the banner when you interact. As you move the steering wheel, elements from the page move around in the frame like they are in the car with you.
2.Brastemp – Water Purifier
A rather unobtrusive banner with a subtle but clear message upon hover. This design would attract the user through sound and motion and encourage the curiosity to click through.
3.Volkswagen EOS – Drive
This example demonstrates excellent utilisation of unused areas of a website beginning with some great prominence at the top of the page, to encourage the user to click with clear call to actions as the car drives around the page.
4.Kellogs – All Bran
Such a simple but effective design, which utilises the scrollbar brilliantly though both functionality and messaging.
5.NHS – Beer Goggles.
Another health issue addressed in a creative and effective way using imagery and minimal text. As you scroll though the perception through drinking changes.
