|
Like most other web sites, the Bangkok Post's site hosts banner advertisements. These ads, which are largely designed by the Post's own web graphics specialist, are effective and generate high click-through rates for our advertisers. So here are some tips on how you, too, can create eye-catching and effective banner ads that will entice viewers to click for more. When the web was still in its infancy not so long ago, there were no standard sizes for banner ads. In fact, banner ad sizes from site to site varied so widely that it was extremely difficult for advertisers and web designers to design ads that could be used across the board. With every site demanding different banner ad dimensions, preparing an ad quickly became a nightmare. As the web became more sophisticated, the Internet Advertising Bureau and the Coalition for Advertising Supported Information and Entertainment saw the need for setting guidelines to put an end to all the confusion and unnecessary frustration involved. Between them they drew up the following recommendations for nine standard banner ad sizes: 468 x 60 pixels/Full horizontal banner This banner size is one of the most commonly used by web designers 460 x 65 pixels/Full horizontal banner 392 x 72 pixels/Full horizontal banner with vertical navigation bar 234 x 60 pixels/Half banner 125 x 125 pixels/Square banner 120 x 240 pixels/Vertical banner 120 x 90 pixels/Button ad 120 x 60 pixels/Button ad 88 x 31 pixels/Micro-button ad Although there are many standard ad sizes, don't use all of them on your site just because you can. Stick to two or three ad sizes to ensure that your site has a consistent look. Also, limit the number of ads you allow on each "page". You may decide to allow two full banners and three smaller banners. You may even limit ads to a total of just a few per page regardless of their size. Whichever tack you decide to follow, be sure to stick to your business rules not only to ensure consistency across your site but to also keep your advertisers happy. TIPS Tips for creating a successful and striking ad: Have a clear message: Make sure that the message is clear and easy to understand. If your viewers have to spend time thinking about what the message means and whether it applies to them, you've lost their click through. Attract attention: The ad must be attractive and immediately catch your readers' attention. By experience you know that web pages can be very busy. An ad that does not stand out will not generate any interest. Although an ad should fit into a specific dimension size, that does not mean that it has to fill out every corner of space given to it. Use jagged edges or more white space if it suits your design. Keep file size to a minimum: Don't make your readers wait for an ad to load. Viewers do not want to be kept waiting so it is imperative to keep the file weight of the graphic as low as possible if you don't want to lose their clicks. Target correctly: Make sure that your ad links to the right place. An ad that does not link to the correct place will never be successful. Keep it simple: Finally, keep your ads lively yet simple. They should attract attention but not be so busy that they become eyesores. Effective banner ad design is the key to generating impressive click-through rates and satisfying your advertisers. If you keep these tips in mind, you're sure to create attractive and effective banners that will generate excellent click-through rates for your advertisers and increased ad revenue for your site. Email: [email protected] Source: Bangkok Post, July 7, 2000 |
Go back the Main Page