Banner adverts can improve brand awareness if they’re highly relevant. If they’re poorly handled, banner blindness will drive down your click-through rates. You can improve your results by:

Remembering the Context

Banner ads are at their best when used as native advertising. Online consumers are more likely to respond to an organic user experience that doesn’t disrupt their reading. Your adverts should blend with their surrounding pages, so look out for promoted listings and advertorial space. Both options reach ad-blind consumers and improve engagement.

Using the Best Standard

HTML 5 ads are currently the industry standard. They offer exceptional interactivity and display well on mobile. Unlike Flash and static GIFs, they load quickly and can target locations uniquely. HTML 5 ads can incorporate animations on any device.

Don’t Neglect Your Call To Action

Effective calls to action can make all the difference, so define your audience’s position on the marketing funnel. You can also create buzz with special offers.

Use Considerate Placement

Your banner ads shouldn’t be inconvenient for your audience, so don’t place them over app content or important controls. Keep the ad in one location from screen to screen so users can click through the site without interruption. Your ad should also load at the same time as the rest of the page’s content to avoid accidental clicks.

Your banner ads will succeed best when they’re simple, correctly-targeted, and well-branded. As with all advertising, you’ll get the best results if you know what needs you’re hoping to satisfy in your audience.