Traditional banner ads are often flashy and attention-grabbing, but they can also be easily ignored. This is because they are often seen as just another part of the clutter on a website. In contrast, non-traditional banner ads, which are designed to look like regular text on a page, can be much more effective at capturing attention and driving traffic.
The Power of Non-Traditional Banner Ads
Non-traditional banner ads, or what I like to call “non-banners”, are designed to blend in with the rest of the content on a page. They don’t look like typical ads, and as a result, they are more likely to be noticed and clicked on.
When designing a non-banner, it’s important to make it look like it’s part of the site. This means matching the background color, fonts, and layout as much as possible. If your banner is going through a banner exchange, use white as a default color. This will ensure that your text stands out, even if it lands on a dark background.
Crafting Effective Non-Banners
To create an effective non-banner, start by putting useful information on your banner. Highlight key words and phrases, and use a powerful headline that clearly communicates your main benefit.
Next, create a sense of urgency by making an irresistible offer. This will appeal to the viewer’s “click impulse” and encourage them to take action.
Finally, include a clear call to action. The phrase “Click Here”, underlined and in standard blue, is a simple yet effective way to encourage clicks.