anner Ads and Full Critiques to Optimize Your Ads
Banner ads have been a pillar of many businesses display advertising strategies for the past 30 years. They are one of few elements that has survived every stage of the internet. However, as the internet becomes more complicated it is harder to attract potential customers’ attention.
Banner ads for display are becoming more innovative–and those who aren’t are left behind.
Before we get into the examples of what to do when creating banner ads, let us go over what banner ads are and what makes them strong.
What is a banner ad?
Banner ads are rectangular forms of internet advertising that drive visitors to landing pages when clicked. These are the most common web banner sizes:
- Full banner 468×60
- Half banner 234×60
- Vertical banner 120×240
- Leaderboard: 728×90
What makes a banner ad a great one?
A banner ad should be optimized for the following four C’s, just like a successful skyscraper advertisement.
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It’s catchy: Does it grab your attention?
Clarity: Does the value proposition seem clear?
Creativity: Is it different from the other boring ads on the Internet?
Clickability: Does it make the viewer click?
There are many banners available to choose from, making it one of the most sought-after ad formats. Let’s compare these 30 examples.
Examples of banner ads with best practices
1. The New Yorker
The banner ad design for the New Yorker is clean, simple and on-brand. The discount is obvious. Prospects will know that if they click on the “Limited Time Offer” ad, they’ll be able to access 12 weeks of The New Yorker for $6. They also get a free tote. The barrier to entry is lower when viewers realize that there’s no long-term contract.
2. ZeroBounce
The ZeroBounce banner advertisement features a relevant image with a clear offer. The brand name actually contains the value proposition. Prospects receive something free of charge, which is a powerful motivator. It gives them the opportunity to clear their list and get more clicks and fewer bounces.
3. Audible
The Audible ad features Michelle Obama’s audiobook in the creative. This aims to establish credibility. Prospects can save 66% for the first three months of their subscription.
4. LivePlan
LivePlan’s banner ad shows an image of its dashboard. The copy of the banner ad is action-oriented and compelling. “Create strong business plans in half the time and with twice as much impact.” Prospects can click on the ad to find out more about the product and offer.
5. CallRail
The CallRail advertisement has some positive points and some areas for improvement. It is clearly a CTA button offering a 14-day free trial. The active verb “start” is used above the button. The text below the button explains what the software does. However, it is small and may not be easy to read on certain screens. The main question for viewers is: Why should we use this software or service? There is no unique value proposition (UVP).
6. GoToMeeting
The GoToMeeting advertisement doesn’t provide much information. It assumes that viewers are familiar with the product and motivated enough to request a trial. This could theoretically be an animated advertisement that conveyed the product’s value proposition and then landed on the final static image with text. But, it’s not possible to assume that visitors will see your animation. If animated ads are to be used, make sure the unique selling proposition (USP), is communicated at the end of the animation.
7. Ezoic
Ezoic is not the only company that doesn’t know what it does. The background is an astronaut-looking character in a helmet. There is also vague copy, “Balance visitor experience & revenue.” Our guess as to what Ezoic is offering is not as accurate. If viewers don’t understand the product, they won’t click on the CTA to “learn more”.
8. Falcon Digital Marketing
Falcon Digital Marketing’s ad features a bright CTA, which emphasizes an attractive offer: A free audit. PPC management is the service. But does this make the service worth it? It is unclear what “Grow Your Company With Online Marketing” means. Why Falcon Digital Marketing? Sharing stats from customers can highlight agency efficiency and/or provide social evidence to support the claim.
9. Gobble
Gobble’s ad uses curiosity to get potential customers to click. It looks delicious, and the $50 discount is tempting. But what exactly is the service? It’s not clear what the UVP means. It is faster to cook. Are you able to make healthier food with it? Are they comparable to or better than well-known brands like Blue Apron and HelloFresh, or are they different? Is Gobble new or old? Why should modern families use it?
10. Hitachi
The Hitachi ad looks futuristic and is eye-catching. It’s unclear what we will get by clicking on the ad. “New efficiencies” is vague corporate jargon, which won’t convince most viewers to click the ad. Although Hitachi is well-known, you shouldn’t assume that people will click through because of brand recognition.
11. Windows10 Pro
The ad features a laptop that bends in an unexpected direction. Although the CTA button is clearly visible, it is a button with white text. However, it is difficult to read due to the light blue text. It may be confusing to include two brands in the same ad: Windows and Lenovo. Which website is this ad taking you to? The bold headline “The No. The bold headline “The No. 1 commercial PC brand” gives the ad some credibility, but it is unclear who rated Lenovo number 1.
12. Liquid Web
Liquid Web’s ad is simple and clear. The CTA button on Liquid Web is easy to click and bright. Since it is a download, not a trial or demo, the deliverable is easy to understand and has low risk. This is also a clear value proposition: Discover the 4 key factors to creating seven-figure sales with Woocommerce.
13. Equiti
It is unclear what the equiti banner advertisement offers. It sounds like a warning that trading involves risk. It is more likely to scare than it is to bring people in, if there’s no CTA or UVP. There is no offer or button to click. It works well because of the size and contrast of headlines and mockups. We can see from the images that equiti has a trading dashboard that it is a USD and gold trading platform. However, unless someone is actively searching for this product, they are unlikely be motivated to investigate.
14. Citibank
Another vague ad for Citibank is the Citibank ad. The ad does not promote any offer, but it contains text that states Citibank is a private bank. Viewers can click the ad to learn more. Maybe the lack of color and private context is meant to make it feel premium or private. It seems unlikely that viewers will respond.
15. TestRail
Prospects can learn more about Zephyr’s test management solution through the TestRail ad. This ad is intended for prospects at the bottom or middle of the funnel. They are those who answer “Comparing Test Management Solutions?” A 14-day trial might be useful as a motivator. The ad’s visual and messaging hierarchy isn’t logical. It almost feels like two ads with different UVPs and competing CTAs. The trial offer and call for “learn more about” the competitor comparison feel disconnected.
16. Brita
Brita banner advertising copy says, “Great Taste, Less Waste.” This will be a memorable line that will stick with viewers’ minds. The bold and eye-catching colors and the white text make it stand out on many pages. Brita’s purpose is not yet known. Although the water bottle suggests that it is a water filtering system (which it most likely is), prospects can’t be certain if they aren’t familiar with the brand.
17. Disney+
Prospects will be able to access the original Star Wars series if they sign up for the free trial. It is clear and concise and makes use of recognizable branding and imagery which will be sure to grab viewers’ attention.
18. Amazon
Amazon is one of the most recognized brands in the world today. It doesn’t need to be a big deal to get people to click on its ads. This ad reminds people that Amazon is an option if they are looking for a gift certificate. Although the Amazon is visually appealing, it does not convey the true value of a gift card from Amazon. This value is also shown in other advertisements as: Amazon has something to offer everyone.
This CTA, “Shop Now”, isn’t meant to convert as it doesn’t look like a button and the dark text blends with the teal background.
19. Samsung
The Samsung banner advertisement features a simple design with a Samsung Galaxy tablet image and the compelling headline “Create.” Work. You can use it anywhere.” The tablet’s stylus and keyboard options are shown so that viewers know there are many ways to use it. There isn’t an obvious button or offer. However, the small arrow indicates that more information is available.
20. Final
Final’s banner ads use humor to show that their straws have the best innovation. The jokey “Sucking” tag is a nod to the product’s greatness. Prospects can click on the Shop Now CTA button to purchase the “greatest straws” right away.
21. Jira
Jira’s ad copy claims that Jira service management “more than just a ticketing system”. Prospects who are interested in learning more should “Sign up” for the Jira service. Jira is an established brand in tech but its name and logo, Atlassian, is relatively obscure. Jira optimizes ticketing by turning problem areas into green checkmarks. This may be enough to get someone to sign up if they are familiar with the product. However, if they don’t know what they need, it may not be enough.
22. Gillette
The Gillette ad offers a clear offer. Prospects can purchase a blade for less than $2. This speaks volumes about value. The Gillette brand is represented in the design and the blade images match the offer. The banner ad is less about getting people to click and purchase online and more about building brand awareness so that next time they visit the store, they will think of Gillette.
23. Starbucks
Starbucks’ ad promotes its breakfast menu and not just their copy. Starbucks’ headline “Find your breakfast at Starbucks” suggests that there is a breakfast option available for everyone. Clicking the “Learn More” button seems clickable. The checkboxes in the graphics emphasize the importance personalization.
24. UPS
The UPS banner ad meets all requirements for a click-worthy advertisement:
- Grab this compelling deal: “Save up to 40 percent”
- Copy the following text to learn how you can take advantage of this offer: “Use promo code …””
- Clear and action-oriented CTA button: “Create Shipment.”
25. Sotheran’s
Are you a fan of rare books and first editions. The majority of people will answer “yes” or not. This ad targets the right audience. This banner advertisement by Sotheran’s tells you where to find these rare gems. Although the copy is less action-oriented and the images are not visually appealing, the offer is clear: Fine, Book, and Prints at Sotheran’s.
26. Ridge
The Ridge banner ad copy presents the wallet with a brief product description and imagery that shows a stark contrast between “old” and “new Ridge.” Prospects are given a visual representation of why Ridge is better. Although the “Shop Now” CTA is clearly visible, it would be easier to see the button’s design if it was filled with color rather than an outline.
27. Hapag-Llyod
The Hapag-Llyod advertisement has one line of copy, which doubles as the headline. “Get your 30-second quotation now!” But it isn’t clear what the service does. The shipping containers indicate a shipping company. The photograph of the person appears professional and surrounded with files. This could be a sign that they are overwhelmed by work. This isn’t clear in the ad copy, so it’s unlikely that someone will click if they don’t know the brand. If the text and logo were larger, the “Get Quote” button would appear more deliberate.
28. Pluralsight
Pluralsight’s banner advertisement highlights their “buy one month, get one” offer. Although the copy is brief, it conveys the message well. The ads don’t appear to have been designed together, as do many other advertisements we’ve seen. The company may have designed the ads in different sizes (the left and right halves) and tried to adapt them to fit other banner dimensions. The ad could be made stronger by a simple redesign that combined the messages and kept it consistent.
29. Allbirds
The Allbirds banner highlights the unique value proposition of “The World’s Most Comfortable Run Shoes.” The CTA for “Shop Now” is easy to see and matches the brand’s overall aesthetic. This is a clean, simple example of how you don’t have to use complicated designs or messages to make an impression.
Combining banner ads with landing pages
Without a landing page that matches the message, even the most creative and eye-catching clickable ads, they will fail to close the deal.
Remember that banner ads are only half of a campaign. They also serve as the pre-click experience. Conversion must be achieved on the landing page, which is what happens after a visitor clicks through. Use these tips to create compelling landing pages and banner ads.
With hundreds of templates and in-app testing, Instapage allows you to easily create landing pages that are relevant to your ads. Get a 14-day free trial to increase your conversion rates.
