A well thought-out and attractive banner design is crucial for a successful rich media banner ad campaign. Getting the design right can be difficult, and when working with rich media ads, it can be even more complex. We'll show you some of the things that you should keep in mind when designing your next rich media banner ad campaign!
1. Include user-friendly Interaction
Rich media ads are, in general, interactive in some way. When making your banner ads interactive, it's important to get it right. Make sure that you clearly communicate the way that you want the viewer to interact with your rich media ad in the design. This could be as simple as putting a text indication to "swipe" on the banner, as shown below.
2. Strong call to action
Like with all banner ads, you need to include a strong call to action in your design, which instructs the viewer to act in a certain way. The call to action is usually presented in an eye-catching button.
When you're working with rich media including a call to action can be more complicated, as you might be working with features like multiple ad panels. The best way to make sure that your call to action stands out when designing rich media banner ads is to use only one, and ensure that it is visible on all the ad panels so that the viewer can see it at all times. If the call to action isn't visible at all times, the viewer could be unsure of what you actually want them to do, and this could affect the likelihood of them clicking on your rich media banner ad.
3. Different ad panels to engage users
Some rich media formats allow designers to work with different styles, or multiple ad panels. This is a great way for designers to include more content in their rich media banner ads. For instance, you may consider using an expandable banner ad to include more text and images, or even a video.
4. Use strong branding
Make sure you're using your rich media ad in a balanced way by not making it too distracting. You need to include strong branding throughout the rich media ad so that the viewer knows which brand the banner ad is coming from and builds trust with the audience.
5. Be clear and concise
When working with rich media ads, you can get bogged down and end up putting too much content into your design. However, you should make sure that your design is clear and concise and gets your message across within a couple of seconds, that is all the time you have to engage the viewer before they scroll past your ad.
6. Excellent copy and font
Include good copy and easily readable fonts in your banner ads. Remember that you only have a few seconds to communicate your message to your audience, so keep the copy short and to the point.
7. Keep an eye on file size
When working with rich media, you may find that your are working with video files and a lot of different images. Make sure that you keep an eye on file size so that your banner ad is not too heavy, otherwise this can affect performance.
8. Build with HTML5
Rich media banner ads aren't entirely new to the world of digital display advertising. Traditionally, rich media ads were created using Flash, however due to updates and changes in technology, designers ditched these ads that don't work on mobile and moved to HTML5 that allows them to build rich media banner ads instead.
Takeaway: Use core design principles and more
The technology behind rich media ads is complicated, and can make design seem trickier than it have to be. BannerFlow's rich media Advanced Formats take care of the code so you can focus on design.
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