How one brand incorporated six of the elements most critical to a functional and effective banner ad to engage its audience.
Media buyers are a demanding bunch. They have decisions to make, and in order to make informed choices they need a lot of information. They have questions aplenty. And they want answers.
Several of the most popular probes have to do with banner ads. What size is best? What should banners contain? Where should they be placed on the page? To what degree should we rely on display media, anyway? One day the banner's all but dead and the next it's being used by Chanel No. 5 to generate 7.4 million views of Brad Pitt waxing poetic about a metaphorical journey.
In fact, banners like Chanel's, which began its viral climb after appearing on the home page of NYTimes.com, leave us even more confounded. An ad's success depends on a lot of different things, from the advertiser's objectives to its past campaigns (Chanel's impressive exposure was largely due to a series of spoofs that drove viewers back to the original, as well as to previous ads). Regardless of who the advertiser is and what's being offered, there is no "one-size-fits-all" solution. Until now.
Meet the perfect banner.
At first blush it might appear a little nondescript. It doesn't streak across the site page or leave consumers clambering to forward it to their friends. It does, however, contain six of the elements most critical to a functional and effective banner ad.
Marketers have a lot of options when devising a banner ad campaign. While this is hardly the only design that works, work it does - on multiple levels, with virtually all of the qualities and characteristics a consumer could want in a display ad.
If that isn't perfection, I don't know what is.
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Tessa Wegert is a business reporter and former media strategist specializing in digital. In addition to writing for ClickZ since 2002, she has contributed to such publications as USA Today, Marketing Magazine, Mashable, and The Globe and Mail. Tessa manages marketing and communications for Enlighten, one of the first full-service digital marketing strategy agencies servicing such brands as Bioré, Food Network, illy, and Hunter Douglas. She has been working in online media since 1999.
Hong Kong, May 5-6, 2015
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