If you have your own business or you are managing one, you probably already know how important advertising is in your sales strategy. Without any sort of advertising, you are just trying to float in an ocean filled with good swimmers, while you are missing your lifejacket, advertising.
The thing is, most people want to give less and get more. They are looking to invest the least amount of money as possible and get the most out of their clients pocket. One of the most popular tools that are being used in this direction is the banner ad, also known as banner advertisement, ad banner or web banner.
What is a banner advertisement?
An ad banner refers to a graphic material that can promote either a product, a service or a person. This type of internet advertising took over the online ad world due to the great impact that it has been observed to have on humans and their buying behavior.
The 7% rule of communication, made famous by Albert Mehrabian, says that 93% of the communication between people is non-verbal. But how does the situation change when it comes to a selling kind of communication?
Some say that this theory applies to advertising and marketing as well. It has been noticed that people ar more responsive to visuals and ads that have a big emotional impact on them. I’m sure you’ve all seen at least one banner ad while casually browsing anything on the internet, like a specific website, your personal email, a blog or on Facebook. Maybe even while reading this article.
You may wonder how these banners work or which one would be the most fitting for your type of business. You’ve probably also heard a lot of different opinions about who is the winner in the battle between static vs animated banners, from the people around you and this made you even more confused. Before you make a decision like this, let’s take it from the start!
Generally speaking, there are 3 different types of ad banners. Each of them has its own ups and downs, depending on what you are looking for. They essentially all do the same thing, but they do it in a different manner. Ad banners try to make your customer engage in what will possibly end up with a sale.
You can look at them like a magic box or a door. They each connect to a different world or neighbor, that being the product or service that you are selling. Potential costumers come, open your door, they click on your banner ad and they connect to your web page. From that point on, it is your responsibility to make your customer stay there as much as possible and be engaged in your website.
Basically, the banner’s job is to make your door open as much as possible, in a relevant and targeted mode, depending on what is your target group. I think it’s fair to say that banner ads act like maps that connect the audience with products or services. They guide them, the potential clients, to your website, the final destination point on the map.
Each of the 3 major types of banner ads has its own advantages and disadvantages. Static banners, GIF banners or HTML5 animated banners could be all a good match for you, so here are the most important things you should know about each of them.
Traditionals may say that this ad banner type is never going to get old. It is considered to be a very simple type of banner, usually composed of only text and image. Some people consider it boring, but simplicity doesn’t mean simple, especially when it comes to creating this type of banner. You may probably need some extra skills and creativity to come up with an extremely good static banner design. And of course, a very original image.
People might prefer static banner ads because they usually work on any type of device, including the mobile ones. This way, you can reach your target faster.
They are lower in size than any other banner ad type and present the information “loud” and clear, without any other tricks that can annoy the customer. What you see is what you get, that is the way static ad banners work. Another plus for this banner type in advertising is that it is small in size, making it acceptable for most publishers.
On the other hand, some people may pass these banners by. Static banners are not interactive and might be less appealing than others. That being the case, static banners still have a higher click-through rate (CTR) compared to html5 banners. (read more about static banners, here.)
Here are some static banner examples:
GIF banners are situated on the border between static and animated banners. Why? Because these types of banners can be both. GIF banner ads work similar to a slide show. A GIF is a very short slide show presentation in which each slide or capture is called a frame.
A GIF ad type banner can contain a lot of frames, a few, or even just one, that turning it into a static GIF ad banner. If there is more than just one frame, they alternate one after the other and so, they create the effect of motion.
Animated GIF banners are perceived to be more engaging than the static banners. They can easily transmit more information in a further inviting way, thus attracting more potential clients. A GIF banner can be more appealing to the human eye because of its schematic way of transmitting information, making it harder to be ignored.
In order to create a GIF animated banner, you don’t need a flash programmer and the banner won’t require any specific plugins to be viewed. They are also well supported on all browsers and their size is relatively small.
Even though GIF banner ads are more complex than static banners, they are not interactive. The major drawback of this banner type in advertising is that they can become irritating if the frames of the gif change too fast. Also, if you use too many of them, not only they will make the web page design look brassy and cheap, but they might also slow down the overall website performance. (read more about gif banners, here.)
Here are some GIF banner examples:
The world of html5 ad banners is relatively new and growing. However, html5 animated banner ads are very quickly taking over. The main reason behind this is called responsiveness. Html5 banner ads adapt easily in size, depending on the device that you are using, similar to website layouts.
Nowadays, more and more people use mobile devices, such as smartphones or tablets, so responsiveness has become a very important feature. The html5 ad banner design will look and adapt perfectly to any type of device, giving you flexibility in reaching a wider target audience. This will save you a lot of time in the process of creating your banners, significantly reducing the number of ad versions that you have to make.
Html5 banners are like mini websites, build with hypertext markup language, that are planted like seeds on other web pages. Regardless of their major advantages, html5 banners can be pricey. Due to their complexity, they might also affect the website performance, eventually.
Also, it has been observed that HTML5 banners have a lower CTR than the other types of banners in advertising. The reason behind this may be the fact that, when surfing the internet, people usually scroll down pretty fast, and these types of banners reach their selling point too late, by the time they are already scrolled by.
Which one is THE banner ad type for you?
Depending on what you are looking for in a banner advertisement, you might want to go one way or the other, or even spice things up and mix them. If you have a simple, straight up message and you don’t want to spend a lot of time and money to create a banner, you will probably go for a static type of ad banner. A very good image and text will do the trick for you.
On the other hand, if you are concerned about your message being ignored exactly because it is too simple, you might want to make it more fun and attractive. There is a big chance you will go with GIF banner ads. This way, your content will be more appealing and likely to be noticed, while still keeping your costs and on the lower side. A couple of good frames might be what you are looking for.
Html5 banners can be a great fit for those who want to reach a vast audience, especially if you know that yours, in particular, is mainly using mobile devices. This banner ad type will give your audience a little taste of your product, being an ambassador for your website, thus transmitting a larger amount of information that will eventually lead to brand awareness. If you want your banner to be like a trailer to a movie, you just found the perfect match for your needs.
The main point is that each type of ad banner can be great for your business if executed creatively and most important, in a proper way. If you are still having trouble deciding which one is right for you, contact us here. We can help you make the best decision for your type business, that will meet your expectations.