As advertisers collect data across multiple external websites about a user’s online activity, they can then combine this information to create a picture of the user’s interests to deliver even more targeted advertising. This aggregation of data is called behavioral targeting. Advertisers can also target their audience by using contextual and semantic advertising to deliver display ADs related to the content of the web page where the ADs appear. Retargeting, behavioral targeting, and contextual advertising all are designed to increase an advertiser’s return on investment, or ROI, over untargeted ads.
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Because display ads can appear on different page layouts and background colors, it’s important to give every banner a frame. People’s eyes are naturally drawn to the subject matter within a frame so it helps make your ads more visible. If you have a light or white background, it’s common to put a 1-pixel gray border around the ad to define a clear frame.
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Imagery is important in banner ads because it creates the visual interest, and can be used to create memorable or eye-catching ads. Similar to print designs, images should enhance the message and relate back to the product or service. Because the ads are only viewed for a few moments, try to avoid abstract concepts or visually complex photos. You want your imagery to be high-quality and easily digestible
Ad Blocking Software — Ad blocking software is used to remove ads on websites, search engines, and social media sites and has been adopted by almost 200 million desktop users. While many advertisers do not seem to be worried by these programs (yet), publishers are feeling the heat as they lose out on a chunk of their audience to which they can serve ads, and in turn, a chunk of their advertising revenue.
We’ve all heard it—sex sells. In fact, invoking sexual innuendo is one of the strongest and most effective marketing tactics. Of course, this tactic is nothing new. We can track it all the way back to 1871, when Pearl Tobacco began printing naked maidens on their packaging, leading to an abrupt uptick in sales. Fellow marketers took note and the strategy spread like…wildfire.
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Anna Lynn Dizon is a staff writer for Fit Small Business, contributing to our sales, marketing, and real estate sections. Her experience in business and finance led her to work for a US risk mitigation company in its regional office in Singapore. Anna holds a degree in accountancy and is currently working towards her master’s in language and literacy education.
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