How to Create Eye-Catching Display Ads

What are display ads?

Display ads, integral components of digital marketing, represent a visually compelling means for businesses to convey their messages across the vast online landscape. These graphical advertisements, often comprised of images, text, and occasionally multimedia elements, are strategically placed on websites and various online platforms to capture the attention of a targeted audience. Unlike their text-based counterparts, display ads leverage aesthetics and creativity to engage viewers. 

These ads come in diverse formats, including static banners, dynamic rich media, and interactive elements, offering a canvas for advertisers to showcase their brand, products, or services. The strategic placement of display ads ensures visibility to a specific audience, enhancing brand awareness and influencing consumer behavior.

 

As an integral part of the digital advertising spectrum, display ads not only provide an avenue for creative expression but also offer measurable metrics for advertisers to assess their impact and refine their strategies.

Display Ad Formats

Display ads, in particular, offer a versatile canvas for advertisers to convey their message effectively. Among the array of formats available, three prominent types stand out: skyscraper, rectangle, and leaderboard.

Skyscraper ads, characterized by their tall and narrow dimensions, are often positioned alongside website content, drawing the viewer’s attention as they scroll down the page. Their vertical orientation lends itself well to showcasing visually compelling content or conveying succinct messages that demand immediate attention.

Rectangular ads, on the other hand, provide a balanced canvas for advertisers to deliver their message. With dimensions that offer ample space for imagery and text, these ads can effectively convey detailed information or showcase products and services visually appealingly. Placed within website content or along the sidebar, rectangle ads seamlessly integrate with the user experience while capturing the viewer’s interest.

Leaderboard ads, distinguished by their horizontal layout and prominent placement at the top of web pages, command attention from when a page loads. Their expansive dimensions make them ideal for brand awareness campaigns or delivering concise yet impactful messages that leave a lasting impression on the viewer.

Despite the diversity of display ad formats available, the 300×250 size reigns supreme as the most popular and consistently best-performing option. Its compact dimensions strike a balance between visibility and unobtrusiveness, making it versatile enough to fit seamlessly within various website layouts while still commanding attention. Additionally, the 728×90 size, commonly known as the leaderboard, also enjoys widespread popularity and effectiveness, particularly for capturing the viewer’s attention at the outset of their browsing experience.

Building Display Ads for Each Section of Your Funnel

Creating display ad creatives tailored to different sections of the advertising funnel is a strategic imperative for advertisers seeking to maximize the impact of their campaigns.

At the top of the funnel, where the primary goal is to generate awareness, engaging and visually striking creatives are paramount. Captivating visuals, brand-centric messaging, and concise value propositions serve to introduce the brand to a broad audience.

As potential customers move down the funnel to the consideration stage, the focus shifts to providing more detailed information. Here, creatives should emphasize product features, benefits, and customer testimonials, fostering a deeper understanding of what the brand offers.

At the bottom of the funnel, where conversion is the key objective, creatives should be action-oriented, featuring compelling calls-to-action (CTAs) and promotions.

Building Ad Creatives with Online Design Platforms

Online design platforms have emerged as indispensable tools, democratizing the creative process and empowering businesses to produce visually stunning ads without the need for extensive design expertise.

Examples of such platforms include Canva, an intuitive design tool offering a vast library of templates, high-quality images, and customizable elements tailored for various ad formats. Canva’s user-friendly interface allows advertisers to create eye-catching display ads seamlessly with drag-and-drop simplicity.

Another notable platform is Adobe Express, which combines simplicity with professional design features. It enables users to effortlessly create engaging visuals by integrating text, images, and themes.

These platforms not only cater to various ad dimensions but also facilitate collaboration among team members, ensuring a streamlined and efficient design process. By harnessing the capabilities of online design platforms, businesses can elevate their display ad game, delivering visually compelling content that resonates with their target audience.

Why Stick to Brand Guidelines for Ad Creatives

Adhering to brand guidelines in creating display ads is a cornerstone of establishing and maintaining a recognizable brand identity.

The visual cohesiveness offered by consistent design elements, color schemes, and typography offers a sense of familiarity that is instrumental for brand recognition. When consumers encounter display ads that align seamlessly with established brand guidelines, it reinforces the overall brand image and builds trust. Consistency across different ad campaigns, whether on social media, websites, or other digital platforms, ensures that the brand’s essence remains intact and resonates with the target audience. It contributes to a cohesive narrative, creating a lasting impression and transcending individual ad exposures. In a crowded digital landscape, where attention spans are fleeting, maintaining brand consistency in display ads becomes a powerful strategy to cut through the noise and etch a memorable presence in the minds of consumers.

Why A Large Ad Library is Important

A diverse and extensive pool of creative assets, including various images, headlines, and ad copy variations, equips advertisers with the flexibility to continually refresh and optimize their campaigns.

This constant rotation of assets combats ad fatigue and caters to evolving consumer preferences and market trends. It allows advertisers to perform A/B testing, discerning which combinations resonate most effectively with their target audience. The versatility offered by a large number of assets ensures that advertisers can swiftly adapt to changing promotional needs, seasons, or special events.

In a space where attention is a premium commodity, the ability to switch out display ads with a wealth of creative assets sustains audience engagement and positions campaigns for enduring success in the competitive digital marketplace.

Conclusion

In conclusion, crafting eye-catching display ads requires a blend of creativity, strategic thinking, and technical proficiency. By exploring design platforms such as Adobe Creative Suite, Canva, or Sketch, you can harness powerful tools to bring your visions to life. Additionally, investing time in learning platforms like Skillshare, Udemy, or Coursera will deepen your understanding of design principles and techniques, empowering you to enhance your advertising prowess continually. Embrace the journey of continuous learning and exploration, and captivate audiences with compelling display ads that leave a lasting impression.