10 Things You Should Know: Designing Digital Display Banners

Building brand awareness online is necessary for a company to stand out in the mind of the consumer. Display is the key tactic for this online. Display is also a key tactic when driving online conversions/sales. Whether it’s hotel bookings, concert tickets, or casino visits, display is a trackable, affordable, laser-targeted way to drive sales. Display ads have been around since the early ‘90s, and many marketers have grown skeptical towards the impact of these ads. Have you grown skeptical of the impact? Cast that skepticism aside. Technology has evolved. We can now serve ads to the right people, at the right time, on the right device.

Here are 10 things to keep in mind when designing digital display banners.

  1. Call-to-Action: Have a clear call-to-action. Make sure you tell your audience what you want them to do. “Book Now” and “Get Tickets” communicates exactly what to expect when they click.
  2. Animate: Don’t get too flashy. We’ve all seen them — the banners that flash and blink to get our attention. In most cases, they just annoy and distract us. Animation is great. Just do it tastefully.
  3. Messaging: Be clear and concise. Tell the audience what you are offering. Most web banners are too small to add a lot of text. Type should be legible. Avoid scripts or fancy fonts that don’t replicate well in small spaces.
  4. Know the specifications: A 40 KB file size is pretty typical. At that size you’ll keep the design clean, static, and easy to read at a lower quality.
  5. Know your competition: Make sure you create ads with your brand tone and look. Figure out what works or doesn’t work for your competitors. Replicate what is working and avoid what doesn’t.
  6. Branding: Make sure your audience knows who is marketing to them. Is your logo too complicated and hard to read in a small space ad? Does the creative and tone of voice match all other marketing efforts? Does your ad match the design of the page it is linked to?
  7. Photography: Use professional photography or stock photography, at the very least. People associate quality of an image with quality of experience they expect at your property. Make sure you know the copyright agreements for the photography you use.
  8. Design: Quality design is important. As with photography, people will associate quality of design with quality of the experience. Don’t look unprofessional. Have a professional design your marketing materials.
  9. Refresh: Display advertising has a short shelf life. Create new ads every month. Create a system for your ads to keep the cost of design down. It’s all about the ROI.
  10. Test: You may think something is working until you learn that it isn’t or could be working even better. Hire a full-service digital ad partner that can tell you how to improve and help with testing.

Whether you are looking to increase hotel bookings, concert tickets sales, or casino visitors, implementing these strategies will help you maximize the results of your display ads. They will build high brand awareness that will ultimately drive conversions. Technology is forever-changing, but stick to these guidelines, and your results will speak for themselves.