When having only seconds to grab the attention of the viewer, it's vital that your
banner screams LOOK AT ME ! You can accomplish this
goal through your text, color, graphics. Therefore, it pays off to spend considerable
time on those five to ten words you place on you advertisement.
Practise with different combinations of text until you feel that you have a good
copy, then ask a third party for their opinion (it always helps to get different
opinions).
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Bright colors almost always out perform the purples and the blacks which are less
effective. Use yellow, orange, blue and green. Contrast is also important. |
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Animated banners have multiple advantages over static or single screen banners.
Use them to add in additional information. A three screen animated banner easily
provides enough room for five to seven words per screen, which provides for enough
info delivery. Just make sure the text that you choose for the first screen is compelling
and attention getting. Emphasize your web site's premium benefit. Why should people
visit your site? What's in it for them? Create your headline (the first screen,
or your static banner) based upon your site's single most prominent benefit. |
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Banner size should be maintained at an ideal size of 4-6K, if you can deliver
your desired info and creative objectives. If not, up to 10K is OK. Banners larger
than 12K take too long to load and you run the risk of the visitor not seeing your
banner at all. |
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There is no reason not to brand every banner you create. This can be accomplished
by placing your product, company logo, or your name on one of the screens in the
animation process, or simply giving the name of your company, or domain name, or
a picture of your product. When average click through responses are in the 1-2%
range, why waste 98% of the impressions by not telling the viewer who you are or
what your product is? With branding you can get your name, your product name, continually
in front of people, even if they don't "click" on. With time, your logo or name
will be recognized (if it persists, there must be something to it). |
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Don't assume your viewer knows what to do next. Insert the words "click here",
or "click here now" within your text. |
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