Banner Ads
There are two generally accepted theories about why people buy what they do.
One theory is hinged around what they think about a particular purchase, how long they think about it, and how much effort they invest into a buying decision, whether or not they engage in any level of thought when buying a particular product or service. The other theory focuses more on the intensity of a buyer’s desire, versus the caution they exhibit from thinking about a purchasing decision.
Low involvement rational purchases are usually made on impulse or habit and the advertising objective will be to get consumers to switch brands without a great deal of thought.
Examples include… offering coupons and other incentives to try your brand over the one they have been buying without a lot of thought for years.
A buying decision which is low involvement but demands an emotional investment of some kind requires advertisers to make a promise of pleasure, detailing the gratification a consumer will expect if making this kind of a purchase; ads need to promise an emotional and/or sensual benefit if a purchase is made.
A consumer considering a high involvement buying decision that includes an emotional investment demands advertisers to focus on the emotional appeal of a particular purchasing decision. This method usually demands clever visuals like images and videos, combining these visuals with emotive music works well also. Video banner ads will work better than image banners when targeting these consumers.
Creating banner ads
From an advertising standpoint, online banner ads should not be designed with a view to advertise a product or service. Banner ads advertise landing pages, the actionable goal is to secure a click onto a landing page which should be written with a view to pre-selling the offer. The actionable goal of a landing page is to entice a consumer to take a buying or subscriber action.
Successful banner ads get people’s attention, they need to be different and should include evocative images that evoke emotions in a particular audience: country, family, and their kids; patriotism and pets.
A good banner ad will also introduce a story that the landing page should finish. Every event in your business can be turned into a story, whether a wedding, war or whipping, birth, bath or bedding. Find the story in the events that composite your business…use these stories to evoke emotions and use the message in your banner ads to attract, entertain, engage and influence a suspect in your target audience and demographic.
Getting these people to click the ad is your goal.