When starting any digital marketing campaign, display banner advertising is a necessity. Banner ads are used primarily for brand awareness and recall, but according to Meister Media’s recent media planning survey to ag marketers, engagement and website traffic are two of the most important key performance indicators in measuring a campaign’s success. So how do you get your audience to take an action and drive them back to your website through your display ads?
Here are a few tips to maximize the effectiveness of your banners, along with a few examples from your peers.
Banner ads that have impressive visuals will always catch the audience’s attention, and the Atticus example above does a wonderful job with a dynamic color contrast and impressive design to highlight their capabilities within a smaller-than-normal area. Bonus points for the unique call to action, which reminds me…
Among the most common calls to action on banner ads are “Click Here” or “Download Now”. Sure, you want to have your audience and prospects to better understand your business’ or products’ value propositions, but it is important to align the CTA with the message you are presenting and give it meaning.
Biome Makers’ BeCrop® Test ad works very well in that it is visually effective, addresses a potential challenge (“Is my soil operating at its full potential?”), and provides a solution all within the frame. It also does an excellent job of highlighting action items, both from the products’ perspective (see the highlight of “full potential”) and the action it encourages the user to take (“Learn More About BeCrop® Test”).
There is no debate that we live in a data-driven world. Amazon Web Services created a whole campaign around “STAT THAT” a few years ago, which encourages recognition that metrics vastly influence our decisions. Rogitex understands this as well, personified by this fantastic ad that, for one, understands its audience by emphasizing another grower’s success with their product, and also incorporating the data by how much their yield increased.
The most common display ad sizes you will see on the internet are 300×250 medium rectangle ads and 728×90 leaderboard ads, and with the right design and calls to action, you can still receive strong click throughs to your site from these ads. However, using different ad sizes can increase the visibility of your campaign and eliminate “banner blindness,” a term that means your banners are being ignored by visitors by repeated viewings. Meister Media Worldwide’s programmatic display services offer up to six different display ad units for optimizing campaigns both on mobile and desktop. Many of these perform better than the standard medium rectangle and leaderboard ads.
For more information on how Meister Media Worldwide can assist with your digital marketing strategy, reach out to your representative, or contact Mike Bloom at [email protected].
Mike Bloom is the Director of Digital Sales Development for Meister Media. He can be reached at [email protected].