Keep it simple; be appealing
The simpler the content, the better
Although opinions as to best practices for banner content vary depending on whom you speak to, many creative execs emphasize simplicity and minimalism. For example, Martin believes that the amount of content on a banner should be similar to what is seen on billboards. The general rule of thumb for billboards is that they should contain no more than six or seven words, and the same goes for banners, he says. That minimalist tendency should extend to interactivity and gaming as well.
"You want it to be something simple," Martin says. "You don't want to have to have instructions for the banner. It should be intuitive and primordial enough to where the target audience can just engage with it." He compares banner interactivity to that of simple games we might have played in preschool -- like stacking blocks and ripping paper.
Although creative execs agree that animation is an essential part of the banner medium, use of animation is not always necessary or even a good idea. "If you're at a textual site, you go with animation," Martin says. "If you're at a site with more interactivity, you need something more static." By being the inverse, the banner stands out. "You don't want to compete," he says -- and sometimes that means going static.
Human appeal
For direct response ads, Ovation Marketing's Hatlem says banners should emphasize benefits rather than features. "That tends to be the more emotional appeal and draws more attention," she says. Hatlem also notes that it's often useful to use imagery of people, even at the expense of not showing the product. "People tend to gravitate toward images of people."
Creative executives generally agree that emotional appeal is important in the quest to connect with users via banner ads. In light of the current financial crisis, Clarke says, "You see a lot of economically focused ads that tug on the heart strings." Although such messaging isn't a new approach in advertising, it's worth remembering.
And although Young notes that comedy within the confines of 30k is tough to achieve -- because of the limited space for setup and payoff -- humor in banners is also a winning strategy. However, the laughs have to be appropriate for the brand.
