A Banner Day.
October 27, 1994, was a banner day.
That was the day Hotwired launched a website that sold “banner advertising” from companies like AT&T.
Now over 20 years later, banner ads are a mainstay in digital advertising.
Let’s talk about these little ads pros and cons – and more importantly, how to solve them.
Pro: Long Screen Time
A main advantage of banner ads is their placement. On most apps and mobile websites, banner ads remain on screen longer than other ads. Banners are often adhered to the bottom of the screen and stay in place while the user scrolls or takes in content. That gives you more time in front of your targeted audience’s eyes to build awareness, often leading to a higher click-through rate.
Con: Easy to Overlook
Are you “banner blind?” Many advertisers worry that mobile users are numb to the banner ad because of their sheer volume. When is the last time you were in an app or on a website without seeing a banner ad? It’s that prevalence that worries some, but the good news is, it can be overcome.
Solution: Eye-Catching Creativity
We’re not talking blinking or flashing or strobe effects, but good, unique, quality creative and a strong call to action can create an eye-catching banner ad that cuts through the visual clutter and draws the user in. Users aren’t opposed to banner ads. In fact, they are generally seen as less intrusive than many other forms of ads that interrupt the user experience. Add quality creative, and the user experience skyrockets.
For more information on targeted mobile advertising and additional samples, click here.