Banner Ads: Less is More

By Scott Bessell, Idea Builder, Sonnhalter

It must have been a “data jockey” who allocated the minimal, odd-ball spaces on websites for what are known as banner ads. Message purveyors have the challenge then to effectively communicate messaging within the confines of 320×50 pixels or the endearing long and thin 120 x 600. It’s as if they (the space allocators) didn’t want ads on the site to begin with! Clearly a necessary evil. Well, hail capitalism! Banner ads are what make the web (afford) to go around!

So, the challenge is what do you say and show in such cramped spaces?

Looking keenly at what is being done lately, I’ve taken some cues from the retail side of the creative craft. I’ve noticed that, for the most part, when consumer product is being presented they usually offer up only ONE saleable feature. This soap gets you cleaner, this car is faster, this food makes you healthier, this candidate will solve this problem. You get the picture.

Serve me up your best. If I’m interested I’ll follow through and get the details. Those examples offer ONE thing they want you to digest and act upon. I am asked too many times to try and get as much information into these tiny limited spaces as possible—even when it’s not possible. If I may, how many times are you drawn to the blabber mouth at a party? Tune them out right? Same thing!

As with all other mediums, banner ads must be created with their limits in mind. Whether the ad is static or animated, it’s crucial to minimize content since you’re dealing with minimal space. You may have heard the saying about fitting so many pounds of something into a much smaller capacity container.

Gallery images via moat.com

Share this:

1 Comment. Leave a comment

Leave a comment

Your email address will not be published. Required fields are marked *