When creating a display ad, it’s very important that you know what should go into it and how to create this content properly. You have a very limited time with which to gain the attention of the customer and make an impression on them. This is why the content that goes into a display ad is so important.  It’s like imprinting an image and idea into the mind of the person who views it. You want to ensure the message you are sending is what you intend. If you’re new to creating display ads, or you want to improve the performance of your ads, this is where we can help.

First, let’s take a look at you want your display ad campaign to accomplish:

  1. Create awareness of your business (brand awareness)
  2. Generate excitement about a timely offering (direct response)
  3. Nurture interested prospects (remarketing)

Now with this, let’s explore the content that will go into your ad.

To build a successful brand, you must think and act like a publisher. Most companies do not see themselves this way but you are publishing content for the masses to see and in order to get that content correct, you need to start thinking like a publisher.

Who is your target market? What do they want to see? How much space and time do you have to present them with your message? What is the message you are trying to send? The answers to these questions will help you build your display content.

What Goes Into Your Display Ad?

First, consider the size of your ad. Publishers set aside different space for ads that corresponds to different standard ad formats.  There are more than 1000 different shapes and sizes of ad formats. According to Google, the top 3 ad formats receive about 80% of all ad impressions.  These are the medium rectangle, leaderboard and skyscraper.  Since you want to have enough flexibility to go on a variety of sites, it’s important to have an open mind when it comes to the size.

Color Selection Next you want to consider the look of your ad. There are limits to how large the file size can be, and restricting your ad to web-safe colors is one way to things smaller.  What colors will you use? You want the ad to reflect the look and feel of your brand, so it is good to choose a color palette that will match your website.

Consider your market- Next, think about who you are targeting with your ad. For example, if you are targeting the elderly crowd, you want imagery that they will relate to, not imagery that is targeted towards a child. If you’re not clear on who your market is, you need to work with a professional to narrow this down before trying to do any content for your display ad.

Branding with Display Advertising

Some topic experts will argue that branding is not possible or not ideal, with display advertising. This isn’t true but it’s all in how you do it. It’s hard to tell a story in a banner ad and this is where many people go wrong in their display ad campaigns. You don’t have as much space to work with in order to create an emotional experience needed in the customer to build brand awareness.

To obtain the level of story-telling needed to build a brand in display advertising, your content is key. Repetition will also help solidify brand awareness.

Social Media and Display Advertising

Another point that is growing in the industry is the importance of adding social media to your display. While experts still question the effectiveness of placing ads into social environments such as Facebook, there is a level of agreement at finding ways of getting social content into the display itself. To do so, one must overcome many conversational contexts and flex their creativity.

Now that you know a little more about what content goes into a display ad, you are ready to begin planning your campaign with us today.