If brand awareness and recall are your primary objective, banner advertising is the solution. If you're looking for the maximum response to a call to action, you should be clicking here.
A study by Millward Brown International measured the impact of banner ads on brand awareness, concluding that exposure to banner ads increased brand awareness from 12% amongst a non-exposed group, to 200% in the exposed group. Remarkably, single exposure to a web banner also generated greater awareness than a single exposure to a TV or print ad.
A study by the Internet Advertising Bureau showed that banner advertising has a greater effect on brand engagement than any other medium, and that banner exposure alone was responsible for 96% of the brand enhancement.
With this information in mind, the design of your banner should always lead with the brand. Any call to action should come second.
In addition, we have prepared the following best practice guidelines for an effective banner advert:
Ensure your banner is well defined against the background. The use of colour helps make your banner stand out.
Keep it simple. A simple logo and strong brand message will always work.
If you include a call to action, you will achieve better response rates if you offer a clear incentive.
Animations can be a very effective way to get the viewer's attention. But don't overdo it. Banners that flash like a 1970's dance floor are more likely to annoy the viewer and cheapen the brand.
File size will depend on the complexity of your banner, but try to keep it as small as possible. Anything under 10kb is great. 20-30kb is OK. Above 40kb is pushing it.
Banners on VetNurse.co.uk are rotated sitewide, to ensure the maximum number of people see your message.
A maximum of 6 header and footer banners are accepted at any one time. They rotate so that each is seen once every six page views. The dimensions are shown on this page.
A maximum of 18 sidebar banners are accepted at any one time. A maximum of 3 are displayed on each page (only 1 of which may be a tower), such that each is seen once every six page views.
We have in-house designers available to produce your banner advert if needed.
