Successful Display Ad Creatives
In our last blog, Top 3 Factors for Display Ad Design, we focused on elements that are important for successful display ad creatives. This time, let’s break down some examples to see how they utilise these factors.
Like every type of advertisement across all Pay Per Click platforms, display ads have a few different factors that contribute to their success. Whilst text-based search ads take into account factors like ad copy, highlighting unique selling points, the combination of relevant ad extensions, and the repetition of keywords; display ads are more focused on visual elements.
What factors contribute to a Display Ad?
Factors such as colour, ad size, and images or graphics are crucial to invoke action, emotion, and engagement from your audiences.
You have a split second to entice users to your landing page, so you want to make sure your little digital billboards are as loud and eye-catching as possible.
Factors such as a ‘Call To Action’ (CTA) can improve your chances of attracting clicks. Including a button with the text “Shop Now”, “Learn More”, or “Watch Today” can be enough for someone to stop scrolling, and instead take the time to see what’s waiting for them on the other side of the ad.
Additionally, people tend to associate your business with your branding. It’s far easier to catch the attention of your audience when you include elements such as logos or brand colours and graphics. Even the smallest golden-yellow “M” indicates you’re about to see an ad for McDonald’s. Perhaps, your interest is already piqued. This is exactly what you want your audience to feel!
What are some examples of ‘good’ Display Ads? Why do they work?
A ‘good’ display ad is mostly subjected to the circumstances in which it is being advertised. This also means that it’s easy to determine whether a business has succeeded in constructing their eye-catching, on-brand display ads or if they’ve missed the point entirely.
Below, I’ll identify some Display ads that do work, and I’ll explain why.
Take this display ad from the glasses company Oscar Wylee.
As you can see, the new frames are the subject matter of the ad. They take up a huge portion of the screen real estate. But, they are angled, so the ad doesn’t appear flat – instead, it looks three-dimensional.
The colour of the frames is a careful choice too, designed to contrast against the background. The background colour is very on-brand for Oscar Wylee – you won’t be caught off guard when you reach their landing page.
Additionally, the copy is minimal but includes a Unique Selling Point – an offer on 2 pairs of glasses. This will instantly capture the attention of someone in the market to buy new frames, as the offer is competitive.
Finally, a CTA is also included: “Shop Now”. This is situated at the bottom of the ad, where your eyes have naturally settled after you’ve observed the rest of the ad. All of these elements come together in order to quickly grab the attention of its target audience.
I can personally attest to this ad being successful, as I found myself scrolling through Oscar Wylee for quite some time and evaluating their offer.
Have a look at this next ad from energy company Origin.
Whilst this ad doesn’t highlight any products like the one from Oscar Wylee, nor display any designed elements such as graphics, there are a few aspects that make this ad catch your eye.
The bold, orange-red background is on-brand for Origin energy. It also stands out against a large majority of websites, which usually feature white backgrounds. This ad popped up for me when scrolling through a blog, and it was incredibly hard not to notice.
The copy included is short and punchy and manages to touch on two selling points for the company. The aim here is to preemptively answer the question, “Why should I sign up?”. When you highlight these selling points, you give your audience an incentive to sign up – one that isn’t directly related to a promotion or an offer.
Most importantly, the call to action – a “Sign up” button – is highlighted via a contrasting yellow colour. This draws your eyes straight to the button, making it hard to not click or look elsewhere. All of these elements are coming together to direct your attention to Origin’s simple goal for the ad – to get people to sign up for their services.
Both ads are contrastingly different from each other. One includes product imagery, an offer, and minimal copy. The other uses bold colours and selling points to capture attention and draw you to the call to action.
But, if you take a look at the elements that contribute to a ‘successful’ display ad, both ads include these in some shape or form. They include:
- use of on-brand colours,
- unique selling points or a promotion,
- and placement of each company’s logo.
These are all factors that contribute to the success of the ad.
If you’d like to know more about display advertising, check out:
- Top 3 Factors for Display Ad Design,
- How Display Ads Can Benefit Your Business, and
- Our Display and Remarketing Ads Management services.
Feel free to reach out to us if you have any questions!
Written by Harry Taylor