Enticing Customers with Online Ads
Catching Attention with Online Display Ads
You’re browsing the Internet, looking for how-to articles on de-clogging the toilet and new recipes to try out for today’s dinner. Suddenly, you see an animated ad on top of the web page you’re currently browsing. It’s about getting tickets for a trip to the exotic tropical islands of the Bahamas. How likely are you to click that display ad?
Many will answer that no, they will ignore that ad. It might be a bogus advertisement that’s trying to trick people into downloading a file that will harm computers. Others will say they’re intrigued and will check out the site listed on the ad later on. Only a small number will actually click on the ad, which leads to the tour agency’s website. Why are some people not attracted to such ads?
According to Gilad de Vries, Vice President of Brands and Agencies at Outbreak, a content discovery platform, display ads fail to “truly create the kind of emotional experience that gets consumers excited about your brand.” He further adds that it’s hard to tell a story that will seize people’s attention and make them interested about your merchandise, message or marketing copy.
In a way, de Vries is right to declare that display ads can be ineffective compared with other marketing strategies. Content marketing, search engine optimization, social media advertising, and other promotional approaches are more efficient in attracting traffic. These catch more attention because they deliberately publicize in front of their target audience. These methods also provide content that successfully reels in involved readers and feeds them enough information to sustain their interest.
Online ads, on the other hand, don’t often have space enough for an intriguing marketing copy that would be catchy and appealing. These little boxes we see on top, sides, and middle of the web page rely on short, catchy phrases to deliver their sales talk. Take these images as examples:
Do you think these ads will become popular? Most likely not. The combination of blue and electric pink clash against each other. Other than that, the woman on the picture is a bit mysterious, especially for those with poor vision. They would not immediately see that the woman is looking at an online storage instrument because the color of the machine matches the dark background. The second image does not effectively inform viewers what Goodnet is all about. The tagline does not efficiently tell what this company is. People might get the idea that this ad is from a religious group when, in fact, it’s from a social organization that strives to inspire good will.
These types of ads just encourage website visitors to ignore them. Many people have this built-in monitor for ads trying to sell them something. Other web users also have ad-blocking software that prevents ads from showing up on the web pages users are browsing.
Determined to use ads for your marketing campaigns? It might be better to use other online marketing techniques instead. You must first establish a name for your business on the web to get much out of ads. There is more brand recognition and recall that way. Starting your business? You might want to ask for advertising space from less-known websites. It’s more affordable, but you might have to wait awhile before you see returns on your investment.
Take advantage of free banner ad creation. Rely on a professional graphic artist to provide you with high-quality catchy ads that will catch attention and market your company well. Poorly designed ads will not warrant at least a two-second glance. Make ads that will make people stare and read the message or persuade them to click and visit your website.
Look at these ads and decide whether you’d click them or not.
You’ll probably click on the first ad. Accenture’s a well-known company name involved in the business process outsourcing industry. Then, there’s KAPLAN, an examination tutorial center. Browsers will be interested because of the emphasis on ‘FREE.’ This old advertising technique is a classic for a reason—the promise of high-quality service for free is rather intriguing. Sotheby’s used an appealing picture. A beautiful estate is framed in the backdrop of snow-capped mountains against a blue sky. This image is effective marketing content in itself because it attracts the browser to click and find more information about the photograph. SAS as an ad also inspires trust in people who see it. It is evidently well-made with sharp graphics and smartly-written message.
Why not try making your own banner ad? You might hit it big if you work with people knowledgeable in online display ads and have established their names in the industry.
References:
Pictures are from dictionary.com, forbes.com, and goodnet.org