Beware! It’s coming! It’s there. The moment we click to our Internet browser a goblin like creature pops up and a sharp pain triggers our brain. In marketing and advertising term these goblins are known as ‘Pop-ups”. Everyday Internet users are bombarded with hundreds of these flashing dancing pop-ons making the consumers and users frustrated and irritated. By dumping these visually over-stimulated flashy ads, marketers are just wasting billion of dollars with zero or minimal results. So before investing mammoth amount of dollars in advertisement, think first what is your ‘Target” what you want to accomplish. Try to differentiate between good effective ads versus lousy useless ads that give no results. It’s a consumers’ market there. Today, consumers are smart and will not buy whatever the marketers will trying throw at them. Consumers want to have control on their buying decision not the seller anymore. They are in the driver’s seat now.
So what makes a good ‘Display’ ads versus bad ones? Banner ads, Skyscrapers and Pop-ins are viewed as good display ads and viewed positively by the consumers. However, because of the limitation of space marketers have to be innovative and show their expertise to capitalize maximum returns form these ads despite the limitation of space. They must be innovative and smart to catch consumers’ attention through these ads. Always, start with the basics. Keep the message and ads simple, concise and clear. Don’t let your ads make consumers irate bewildered. You don’t want consumers to avoid and zip through your ads in despair and disappointment. You want to attract and engage them to click to your ad as much as possible. Therefore your ad has to be catchy and interesting. Always, try to keep enough ‘White-space ‘ as possible in your web page. Avoid dumping too much information, pictures, animation and banners cluttering the webpage. This might cause ‘Banner Blindness’, a condition where consumers ignore and avoid banner ads. This is because human brain prefers openness and avoids clumsiness. Colors play a vital role in creating effective eye-catching ads. Bold color contrasts and distinguishing between an image in the foreground and the background can create a dramatic outcome. Use standard size readable fonts and enough space between the lines so that its easy for the eyes to read.
Brand reinforcement is crucial for any brands or products. Human brain is constantly processing and screening our information in millionth of seconds. Our short-term memory does not retain everything it is exposed of but only those that leaves a mark or connotation. So, the message should be repeated on and on and the logo should be prominent enough to create a distinction in the consumers mind. Sometimes only visual effect is not enough to grab viewers’ attention. A combination of sight and audio i.e. a jingle or tune is a smart way to make the brain remember your message. Location, location, location!! It is the key for any business to thrive. The same rule applies for Internet ads as well. Proper placement of display ad, can increase traffic and encourage consumer’s interest and to read an advertisement. Engaging people through Interactive advertisement is also a smart technique to increase consumer’s attention and to recall an advertisement if marketers can use it properly. For example Burger King uses Interactive Ads where the King’s face transforms in to the user face by using web cam.
Home page is the most important page of the entire website. It generally receives the most traffic and by utilizing the techniques of contextual advertising by placing ad on other websites of relevant business can generate a more targeted audience. Also, avoid unnecessary large pictures in your home page. This is because web crawlers only detect keywords not pictures. So, marketers should be vigilant that all the links of the webpage are working properly and ensure the links are taking the user to the right landing page. One of the most pet peeves of any users is a broken link. It is very frustrating and users can easily lose interest of your product and can be quick to turn away from ad if it is intrusive or disruptive. A good homepage should have well constructed and properly analyzed keywords. Navigation trail and page links should be well synchronized and easy to locate by the users.
A well constructed website should have combination of both ‘Search and Display” ads. This is because consumers use web either for specific search or browsing purposes. Display ads are more of a “push” strategy, where search ads are “pull”. Meaning with search ads, consumers pull the information they need, versus display ads where advertisers push their products towards the consumer. Last but not least, appropriate measures must be taken to monitor the effectiveness of the advertisement. Therefore, appropriate performance tracking measures, like Goggle Analytics, need to be used to measure the effectiveness of a campaign.
Therefore a well constructed design with successful executive along with right placement of ads and zero distraction can draw targeted consumers’ attentions and spark interest to your products and services. When appropriate design and execution are employed, as well as correct placement of an ad, this generally will spark increased consumer interest. A good display ad will create brand awareness and generate brand recognition among the target audience. Remember more a consumer spends time navigating the site higher the probability of closing a successful sale.