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4 Tips for Making Banner Ads That Actually Might Work via AdWeek

BBDO started digging into what makes banner ads work, including data on its own banners and research from 28 research sources, creating a report called “Banner Beater: The underrated tool in your brand-building arsenal.”

“Click-through rates miss a lot of attribution of people buying products,” said Julian Cole, head of communications planning at BBDO. And with more money and eyeballs shifting to mobile, “these rules are going to be more important,” he added.

Four recommendations from their report:

  • Keep the copy shorter than 5 to 10 words
  • Treat them similar to a billboard
  • Make it look like an ad
  • Keep the branding consistent

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