Best Practices to Follow
When it comes to effective display advertising, one area where you should never skimp is creativity. Using the same generic banner over and over will not excite your customers; in fact, if they see it everywhere, it will most likely irritate them.
The best way to approach display advertising is to consider who your target audience is, what you want them to do, and where you will find them. You can tailor your ads to elicit the best response by understanding their behaviour and thought process.
Below are just a few quick tips to help get you started:
Make use of high-quality images
The way you present your products to potential customers can make or break your business.
Always use high-quality images that will not be distorted on larger banners. Photos that are zoomed out, on the other hand, will be difficult to see on a smaller display. Buying a dibond sign is a good idea to have a great visibility for example.
Include a personalized message
Nothing beats adding a personal touch to your marketing collateral. Customers will appreciate your effort if you have something clever or amusing to say, and sometimes that’s all you need to stand out from the crowd.
You can also create messages directed to your customers. Add a catchphrase they know, emphasize on products they like… By doing that, your customers will feel like they are taking part of your brand identity and will most likely be receptive to the advertising.
Follow your corporate branding guidelines
There are numerous articles on the internet that attempt to teach new businesses how to create effective display ads. They mention using emotional colours like greens, reds, and oranges to “attract attention and demand action,” which may or may not be true.
The reality is that you should never deviate from your corporate branding guidelines for any reason, because it will do more harm than good to your brand. Consider all the world’s largest brands; they all have an uncompromising set of colours that they use in all advertising material for a reason.
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