Magic Pixie Dust for Ad Banners

Man, I hate that term, ad banners.  Said that way, they seem so weak, feeble and even a little dirty.  I've been wrapped up in my share, and I get defensive when folk ask 'do those things really work.'  'Better than you think' is my stock answer. 

Mr Cummings has a great post - The Risky Business of Ad Banners at iMedia (hey Rick Parkhill, fancy the site up and make it shareable, you've got some good stuff) on the fundamental flaws of how creative is developed online.  The linear approach to a single creative with traffic, job jackets and multiple rounds of revisions is silly.

Here's a nice start.  Go to adverlicio.us and take a look at what's happening  in the big leagues.  Thing is, your stuff is going to show up rotating with these so don't come weak with a 4 panel rotating 'gif'.  That's the impression you want to make?; much less think anyone would consider clicking on that rickety thing.

Also, don't even look at the stats, click throughs, panel views, et al if you didn't think through the interaction.  Compelling visual with a quick message and a strong call to action.  Pay attention to the placement site layout and what nuances would make the creative work contextually; focus some energy on the timing  too.

It's a lot to think about and get right.   Not just throwing up some ad banners.

Comments

[Fred Jorgensen]

Word. I have been thinking about a post like this for some time. While I flesh that out and take it to the next level... this is the place to send the creative team before they start the next "online display" project:

http://www.bannerblog.com.au/

[Matt Mantey]

Fred, thanks for 'next level' and 'flesh out' in the same sentence. End quote. If you could fit a strategize in there next time it would be complete.

[adverlicious]

Thanks for the kind link to my blog, http://adverlicio.us.

For those not familiar with us, we're an archive of tagged, searchable, and categorized online ads. We've collected and archived over 7,500 ads (more each day) ranging from technology and finance to food and automotive. Good stuff if you're a creative professional or online marketer.

And, no "strategizing" or "fleshing out" here ;-)