When to go ‘Beyond the Banner’

May 20, 2024

Paige Edwards
For marketers, the abundance of ad types can be overwhelming. Looking for assistance in deciding which format aligns best to a given strategy? Keep reading!

When to go ‘Beyond the Banner’

In today’s fast-paced digital landscape, consumers are bombarded with up to 10,000 ads per day and switch screens an astonishing 21 times per hour. With consumers’ attention span decreasing, marketers face the challenge of grabbing and holding their audience’s attention. The most effective approach involves crafting messages that are visually compelling, concise, and strongly aligned with the brand identity. There are many ways to showcase effective messaging; sometimes standard banners do the trick, and sometimes you need to go beyond the banner.

When to go “beyond the banner”

Standard banners are effective for site retargeting, sequential messaging, and reinforcing existing brand awareness. However, it’s essential to recognize that static banners are not the only option available.

The advertising landscape has evolved significantly, offering a multitude of display options beyond static ad units. The amount of options can be overwhelming, so let’s break down when it makes sense to go beyond the banner, and what types of formats align best to different strategies.

Breaking through clutter

In today’s cluttered marketing landscape, where consumer attention is constantly divided, capturing attention is essential. If a campaign is experiencing creative fatigue, operates in a crowded or competitive category, or is struggling with low product or brand awareness, it’s time to go beyond the banner. The following dynamic ad units are a powerful way to stand out and differentiate from direct competitors.

HTML5 & animated banners: An HTML5/animated banner is a type of online advertisement that creates a dynamic and visually engaging animation or interactive element within a web banner. Ideal for addressing underperformance from standard banners, creative fatigue, or conducting A/B testing

Custom adhesives: A custom adhesive is a banner ad that stays within the user’s view even after scrolling. This ad type can strategically combat banner blindness and effectively differentiate from competitors

Full-page takeovers: This ad format involves the entire web page being dominated by a single advertisement. Perfect for launching new products or supporting major events and campaigns

Driving engagement and brand awareness

Dynamic ad units offer brands an opportunity to build awareness and drive consideration through immersive and engaging experiences. If marketing objectives are rooted in engagement goals, there are multiple products or offerings, or if you operate as an ecommerce brand, consider testing one or more of the following formats.

Interactive rich media: This ad type refers to dynamic digital ad formats that engage users through interactive elements such as videos, games, or animations. This can enhance brand engagement, increase ad recall, and stand out from competitors

Ad commerce: Integrates advertising with ecommerce, allowing users to purchase directly within ad units without leaving the platform. Use this to showcase products and contribute to reaching your ecommerce goals

Educating consumers and gaining insights

Another key aspect of going beyond the banner is using engaging ad units to educate consumers on complex topics. This is valuable when the messaging is complex, with educational content, or if you aim to gain deeper audience insights. Whether targeting a B2B audience or reaching consumers, the following units can provide deep insights for your business.

  • Interactive rich media: Effectively conveys complex information and engages audiences with the use of multimedia assets
  • Native advertising: This is a form of paid media that allows your ad experience to blend in seamlessly within the surrounding content of where the ad is placed. This amplifies content and drives traffic to your site
  • Interactive quizzes: Allows users to participate in a series of questions or tasks. This provides valuable insights and helps achieve consideration goals

So, where should marketers start?

If you’re ready to test more interactive ad units, here are four key inputs to keep in mind when planning a related strategy: 

  1. Outline goals: Start by clearly defining your campaign objectives in the context of dynamic ad units. Determine whether your goal is to combat banner blindness, increase engagement, drive sales, or achieve specific branding goals.
  2. Identify the audience: Find your target audience that would most likely respond positively to dynamic ad formats. Understand their preferences, behaviors, and online habits to tailor your messaging and creative assets effectively.
  3. Select messaging: Develop messaging that leverages the interactive nature of dynamic ad units. Focus on creating immersive experiences, storytelling, and calls to action that prompts users to engage with the desired actions.
  4. Allocate available budget: Allocate budget strategically across different dynamic ad formats based on their potential to achieve your campaign objectives. Consider factors such as production costs, placement fees, and performance metrics to maximize ROI and campaign impact.

By embracing dynamic ad units tailored to specific goals and audiences, companies can navigate the modern advertising landscape with confidence, knowing that the investment is worthwhile in driving their bottom line forward.