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My boss just assigned me to update our banner ads for our affiliate campaigns.
Now, designing new banners is the easy part but which sizes do actually matter? And what is more effiicient? Strictly following your brand colors and design or giving the publishers different themes to choose from.
It is a hard task trying to find a perfect middle for these questions because there are a few problems.
If you are a hardliner and will only go with your brand colors you might get much less publishers because they will not choose your ads, just because they do not fit the look of their website. We all know that making ads NOT look like ads is the best way to get visitors to your site. To achieve that you would need to offer a wide spectrum of different color themed ad banners, so that every publisher can choose the ad which goes best with his website design.
The negative effect for your brand by color theming your ads is that you will abandon your brands look and the recognition value will suffer in time.
Talking about making ads not look like ads. The most common ad banner sizes are THE 468×60, the half size banner 234×60 and the skyscraper size 120×600. Even my grandma can instantly spot these on a website as an ad.
However you have to keep in mind that many websites have a certain design to include exactly these sizes.
As long as you don’t have all the time in the world you cannot make a banner for every possible size you can think of. That would not be too user friendly neither.
Right now, all these questions are giving me a headache.
How do you handle these tasks?