Advertising banners with promotions, discounts and personal offers attract the attention of users. Advertisers use such ads when they want to introduce the audience to new services of the company or remind about forgotten items in the basket. In this article, we will tell you why you need advertising banners and analyze their pros and cons. We will also give advice on how to deal with banner blindness and get the maximum effect from advertising. What is a banner? A banner is a type of advertisement that is placed on websites, blogs, and various online platforms.
Its purpose is to interest users in the company’s products or services
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To encourage them to take specific actions: register, go to the website, leave a request, order a call back. Advertising banners can contain images, text, video, animation and interactive elements. They come in different sizes and can be placed in separate blocks in different places on the screen, making them easy to adapt to different devices and screen formats. This, in turn, makes it possible to show ads to a large number of users. Why do we need banners? Advertising banners are a universal advertising format that can be used for various business purposes and tasks. Such ads: They introduce the audience to the company and help expand the circle of potential clients.
Increase brand awareness
They draw attention to the company’s products and services and promote discounts, promotions, and new products. This boosts sales. Remind customers about items in their shopping cart they haven’t paid for or about a discount for subscribing to a newsletter. Encourage repeat purchases from customers already familiar with the brand. For example, users may see ads with a personal discount or promo code or banners featuring related products. They prompt a specific target action with a call to action, such as “order a service,” “leave a request,” “subscribe,” or “fill out the feedback form.”
Most often, call-to-action buttons stand out
A contrasting color to attract how to find motivation to work and study the most attention. What types of banners exist? Depending on goals, banner formats can vary. Static banners are the most popular format, featuring an image or an image with text, typically in formats like PNG. Dynamic banners include interactive elements, such as animations, videos, or buttons linking to social media or surveys. There are several types of dynamic ads:
- GIF format: These creatives feature one or more moving elements, like pictures, words, or phrases with special offers, discount sizes, or promo codes.
- HTML5 format: These banners feature animated inserts and interactive buttons, where, for example, a survey link can be embedded to gather user data. This format adapts to different device types.
- Video banners: Short videos show a product from various angles. Since banners feature animation or changing images, they grab more attention and spark interest and interaction with the ad.
Technical Requirements for Banners
The criteria vary depending on the advertising platform. However, most platforms focus on several key parameters:
- Creative size: Defined in pixels.
- File size: Depending on the image’s pixel count, the banner file size must stay within set limits.
- Character count: A limit on the number of text characters ensures compact ads, making them easy to view on both computers and smartphones.
- Flashing/flickering elements: Platforms may impose limits on the speed of flashing or sudden movement.
Yandex Direct Banner Formats and Costs
In Yandex Direct, banner ads promote products, services, and attract new customers. These ads appear on Yandex’s platforms, in the Yandex Advertising Network (YAN), in Search, and on partner sites. You can create different banner formats for your advertising campaigns.
- Media banners: Image advertisements introduce the audience to the company and its products. Example: Media banners in YAN.
- Performance banners: These show products and services to users familiar with the brand who have interacted with the company (purchased products, ordered services, left a request, etc.). Example: Search page banners in Yandex.
- Smart banners: Used to promote products and services, featuring an interactive product card with images, a description, and a button to order or visit the website.
Cost of Banner Advertising in Yandex.Direct
Advertising costs in Yandex Direct are calculated individually. Several factors influence the final price, including:
- Advertising campaign budget: The minimum budget starts at 300 rubles, excluding VAT.
- Designer services: If you hire a designer, include their fees. You can save by creating your own designs or using Yandex Direct’s creative designer.
- Specialist services: If you hire an expert to set up and sale leads promote your campaign, factor in their fees.
Reducing the Effectiveness of Advertising: Banner Blindness
Banner blindness occurs when users stop noticing or responding to ads. This happens for several reasons, such as bad experiences (e.g., ads covering content) or annoying factors like rapid frame changes. To combat this, understand your target audience and create specific content for each segment. Collect feedback and reviews from customers to tailor your ads. Conduct surveys on social media or your website to gather insights.
- Limit ad impressions: Ensure users don’t see the same ad too many times, maintaining their loyalty and preventing wasted ad spend.
- Use calm, complementary colors: Avoid overwhelming users with too many bright, contrasting colors.
- Blend with platform content: Creating ads that integrate natively with the platform’s content increases user trust.
Creating an Effective Advertising Banner
Here are a few tips to help you create attention-grabbing ads that stand out from competitors:
- Develop brand elements: Incorporate specific colors, logos, and naming to make your ads memorable and associated with your company.
- Use high-quality product images: Blurry or dull images won’t inspire confidence or clicks.
- Highlight discounts and promotions: Use bold colors and varied fonts to make special offers stand out.
- Keep text minimal: Less text on the banner ensures users quickly grasp the message without feeling overwhelmed.
