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In the old days, you needed to approach a site owner to ask if they would carry your advert. This was particularly time-consuming and you needed to advertise on a lot of sites (or for a long period) to get any meaningful ROI.Now though, there are banner ad agencies that make life easy for you.
Depending on the sector you operate in, you can often find an agency who can hit the top sites in your industry with your advert as long as it’s compliant. There are also generic agencies who we work with, who place content-oriented adverts on relevant sites or to relevant geo-demographic audiences. If banner ads are your thing, hopefully one or more of these tips might be of interest:
• Produce ads in each of the following sizes to ensure that most sites will carry them:
336 × 280 Large Rectangle
300 × 250 Medium Rectangle
728 × 90 Leaderboard
160 × 600 Wide Skyscraper
320 x 50 Small Banner
300 x 600 Super-Wide Skyscraper
• Logo, Offer, Call to Action – You need ALL THREE of these components to create a successful banner ad. Logo needs to be small, but it is needed to convey brand image and professionalism.
The offer is needed as people need a pretty strong reason to click on a banner ad. They are almost certainly in the top two sections of the Marketing Funnel, so they need to be really persuaded to deal with you.If you’re not selling an impulse purchase, then you need to be supplying them with valuable free content. Make this clear in the advert.
And finally, if they need to “Click Here”, tell them! It might seem obvious to you what the prospect needs to do, but as they will make their mind up about your ad in less than 0.5 of a second, you need to be really clear!
• Consider using animation - Animated ads usually out-perform static banner ads, and can be very effective in banner design. But - be careful - you have to make sure that they don’t detract from the message of your ad.
Of course, there’s a lot more to successfully Banner Advertising than these tips but I hope it’s given you some food for thought