Flash banners are the small rectangular images you see on websites that usually advertise a product or a service. Although they appear small in size, they are actually really effective methods of advertising and marketing to a specific audience. However, when many people get the idea to make their own and they end up in Flash, they draw a blank because they are not sure what to say or how to say it. What’s going to make the consumer click on my Flash banner? Here are some basic tips for creating a Flash banner ad.
1. Go for simple. Have you ever seen a banner ad on a website and thought, “I really like that,” shortly after seeing it? Chance are, the banner was simple and to-the-point. Many businesses make the mistake of trying to cram too much into their banner ads which can wear the user out and make them go away. For example, a restaurant might try to add in several photos of their popular dishes. This is a bad move not only because of the limited amount of space a banner provides, but because it is too much information for a banner. A banner ad should contain a message that can be received within a matter of seconds. It should spark the consumer just enough to make them click through to your content.
2. Make sure the ad coincides with your branding or ad campaign. This is a big deal in terms of advertising. You will want the consumer to easily identify your ad with what you’re trying to market or even just your brand. If the ad is part of a campaign, make sure that it looks like it belongs in the campaign. This means you should be using the same message, colors, design elements, typefaces, and other aspects that makes it a true part of your campaign.
3. Don’t rule the option of rich media out. Rich media in terms of banner ads typically entails animation, sounds, interactivity, or otherwise known as the “bells and whistles.” There will more than likely be ad companies and/or sites that support this type of ads, so be sure to have one that you can give to them if you do run across support for this type of ads. The only downfall is that these types of banner ads take more time to create, as well as more experience.
4. Target your audience, and make them interesting. Sometimes after creating a Flash banner for their service or product, people will offer the ad to anyone who will place it. This may seem like a good idea initially, but it could end up being a waste of money if you’re paying to show the ad to people who essentially have no relevance to it. For example, it may not be wise to target life insurance to users on a website intended for younger people. Additionally, not only should you target the ad properly, but you should make it interesting. Look at other banner ads that have been proven to be successful and take hints from them.
Written by Ben Wright
Ben is a marketing consultant from Sydney, Australia providing advice for creating fully integrated marketing communications across both online and offline mediums. He deals with all aspects of campaign development from the use of digital printing to online banner design.
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