"The success of a banner campaign comes down to creative quality to drive twin brand objectives - awareness and sales.
The three key principles that guide our creative team when we create banner ads are - Be Captivating, Be Concise, and Be Clear:
1. Be Captivating: Banner ads have to be eye-catching enough to attract attention. Only then does your marketing message have the opportunity to break through. Things like animation, the use of faces, brand colors, and clear text help banner ads stand out.
2. Be concise: At any given moment, someone might see a banner ad and only pay attention to it for a moment. In that moment, be concise to make sure your message sticks.
3. Be clear: Banner ads tend to be relatively small, so you don't always have a lot of space to work with. Don't try to say too much; the ad may just end up looking cluttered. Instead, clearly communicate a single marketing message about a single product. The need for clarity goes for call-to-actions, too. ".
4. Sears Banner Design for Display Ads on Google, Bing and Yahoo Network