Top 5 Best Practices for HTML5 Display Banner Ads
Every person who browses the web sees multiple display ads a day. They are everywhere, and a great way for businesses to reach their targeted audience. Google’s Display Network alone reaches 90% of global internet users.
Display ads play an important role in the online consumer decision journey, influencing shoppers before the consideration phase. According to McKinsey’s Consumer Journey, the consumer loops through four different phases when considering a purchase. Display ads can help you build awareness for your brand and reach a broader audience. They are also more cost efficient compared to other digital initiatives like video or social media, especially if you have a smaller budget.
That being said, there are millions of display ads served around the world daily, and to ensure your display ads don’t get lost, here are a few tips to help make sure they are engaging and noteworthy.
Use clear and concise messaging and and keep your banner length under 15 seconds
This is one I can’t stress enough. I’ve seen countless banners that look great and have a great story, but are just too long — and many users won’t watch your entire banner ad from start to finish. You only have a few seconds to grab the viewer’s attention, if your messaging and or branding is missing from the ad, you’ve lost your awareness. Make sure your brand is visible throughout the entire ad, keep your messaging short and sweet, and keep your storyboard under 15 seconds.
Tailor your message to your placements and targets
Whether you’re looking to gain new customers or remarketing to existing ones, make sure your messaging matches who you are targeting. As noted above in the McKinsey Consumer Journey, your messaging should match the phase the consumer is in. A prospecting ad, where you’re introducing your product or service, should have a different message than a retargeting ad, in which you’re trying to get an existing consumer to choose you once more.
Simple but strong imagery and concise text will help tell your story
A well-designed display ad will evoke more trust and confidence over an ad that is not, and simplicity is key. Banner ads don’t have a lot of real estate, so maintain a proper hierarchy between your logo, messaging and/or images. Consider imagery that will help sell your product or tell your story. Stick to one or two clear and legible fonts, and remember white space is your friend.
Choose an enticing call-to-action and perhaps instill urgency
If your goal for your display ads is for users to click through to your site or product, be sure to choose an enticing call-to-action. Adding a button on your display ad will increase your click-through rate, prompting your user to “Click Here for Offer” or “Learn More”. Be sure that it stands out, and if you’re offering a discount or sale, make that clear in your CTA button.
Use different sizes to reach all platforms/devices, don’t just focus on the Leaderboard or Big Box.
The heyday of desktop-only is over. With smartphones getting smarter year-over-year many users access the internet more regularly through their mobile phones. Businesses need to shift their focus from ads that target on desktop, and focus on “mobile-first” creative. Look to not only create banner sizes for desktop, but formats and optimization that will reach your audience on tablets and mobile devices as well.
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