For creative agencies, one of the biggest challenges has always been presenting banner ads in a native environment clients can understand. Traditionally, emails with huge HTML5-banners zipfile attachments travel slowly back and forth, and each client must be educated on how to unzip and preview the product, then comment on changes. It's annoying for the customer and an inefficient way to collect feedback.
Fixing the issue is the idea behind Adpiler, a Netherlands-based company that provides a live environment for banner ads with feedback and approval options built right into the page. How does it work? Designers create banners, upload to Adpiler, and send a link to their clients.
Clients take it from there with minimal back and forth. When they click on the link, they are directed to a staging area where they can click on the banner to make notes, leave feedback, and approve the project. Agencies can also impress clients by taking their presentation to the next level, and showing clients how their ad will look on a live website, like cnn.com or nytimes.com.
The Key to Saving Time
Adpiler eliminates client confusion and annoyance by giving them links to open instead of files to download, unzip, and open in a compatible program, and allows on-page feedback without the need to switch programs to email ideas.
The beauty of convenience is the time it saves. Before showing ads to the client, designers can easily share them with colleagues for feedback. They send a more polished product submitted to clients, and the result is less time wasted and higher customer satisfaction.
When De Nieuwe Zaak, an internet agency based in The Netherlands, needed a banner preview tool, they considered building their own preview pages to give each client a custom solution, but they realized it was more cost efficient to take advantage of all the features Adpiler has to offer. The result? Three valuable hours saved on each ad set, saving time for both end client and ad design company.
Are Banner Ads Still Effective?
Of course they are, that's why they are everywhere you look. Last year, The Interactive Advertising Bureau reported that digital ad spending hit $32.7 billion in the first half of 2016, and eMarketer predicts that US advertisers will invest nearly as much in digital advertising this year as they will in television. But some banners are far more effective than others, and the reasons are rooted both in objective and execution.
Not every banner ad has a call-to-action. Some are intended for brand-building. To remind customers about the product. You're not really going to click on a Coke ad and get a Coke, or even click on a banner to order Nikes. You're going to start thinking about them, though, thoughts which might end in a purchase. Branding ROI is a little harder to measure than direct CTA, and brands need to think beyond the click.
Digital advertising agency BBDO offers insight in its Banner Beater report. Their findings point to one thing: You only have seconds to grab a reader's attention. Make it count. Here are a few key points for effective ads:
Make your branding consistent and obvious. Attention spans may be decreasing, but consumers get the point faster. Your ad should stand out, and your brand should be prominently featured.
Ads should look like ads. Remember those high-end magazine ads from the 80s where the only clue to what they were selling was a label on the inside of a jacket? Subtlety doesn't work in a glance.
Keep your message simple, direct, and to the point. BBDO recommends five to ten words, no more.
Banner Ads Are Not Going Anywhere
It seems clear that banner ads are here to stay, but it's also evident that increasing competition will make it harder to earn customer attention. Adpiler Founder & CEO Jorrit Baerends intends to give banner designers and creative agencies the edge they need to create effective ads faster and more efficiently.
"I noticed that agencies and designers were struggling with getting banner approval from clients. Typically, they were sending clunky HTML5-banners by email (as zip-files) or creating simple preview page by FTP, and all feedback was sent back and forth by email. It wasn't a good method for showcasing their work or gathering feedback," says Baerends. "That's why I've founded Adpiler, which many designers describe as 'Invision for HTML5 banner ads'."