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Web Tips: Get your banner ads moving

A great way to draw attention to your banner advertisement is to make it move through using animation. The trick is to not annoy your prospects.


February 9, 2011
by ANDREW SHEDDEN

A great way to draw attention to your banner advertisement is to make it move through using animation. The trick is to not annoy your prospects. Here’s how.

• Keep it simple, no more than three frame changes.

• Sometimes web pages (and ads) take a long time to load, so put your primary message in the first frame.

• The animation should change every two to five seconds.

• Avoid the endless loop. The animation should stop after about 10 cycles and end on your primary message.

• Don’t send visitors to your home page when they click on the banner. Too confusing, you could lose them. Send them to targeted, relevant pages on your site. If the banner says “Cost Savings Report,” it should link to the report.

• If you’re looking for leads and you want visitors to a promotional page to fill in a form, use your home page or a link to it as the thank-you page that loads upon completion of the form.

• Test two or three different banners and measure the winners.

You have kept your site visitors focused on your offer, scored leads, and sent them to your home page. That’s a good use of a banner ad.

Andrew Shedden is the president of Broadfield Communications, a marketing consulting firm that makes it easier for companies to grow their revenues. For instant access to over 75 free articles, reports, tools, tips and other resources that will improve your industrial marketing visit http://www.broadfieldcommunications.com.