Display ad click through rates are often lower than search click through rates, around 0.46%. This is only about 10% of the click-through rate of the average search ad. This is partially attributed by the difficulty to target consumers with specific display ads, because it is difficult to target other than using general interests. Thus, in order to attract consumers to click on the display ad, more work needs to be done to design the display ad accordingly.
Some characteristics of successful display ad campaigns include:
1) Simplicity to grab attention
Apple ad campaigns are a great example of this. They are known for having display ads with monochromatic messages (i.e. white background black texts, or black background white texts).
2) The “See-why” method
Use a bold, single tagline to grab viewers’ attention. Many people scroll through web pages mindlessly, so using a catch phrase/slogan that is bold will catch people’s attention. Having a “See Why” button will lead viewers to the product’s page and generate user traffic.
3) Using the eyes/human face
A zoom-in on the eyes can grab attention as the viewers feel like the ad is staring directly at the viewers. As an example, the new LEXUS add uses this, although human eyes have nothing to do with quality of cars
4) Awareness of setting of the ads
In a time of quarantine, using ocean/outdoor as a background may grab the viewers’ attention, and capitalize people’s need to be outside.
5) Use of pets/humor
For institutions known as more
serious such as banks and insurance companies, using pets/humor can soften the corporate
image and make the content more relatable to the viewers.
Reference:
1. https://www.business2community.com/online-marketing/the-17-best-display-ads-of-2020-and-why-they-work-02351226
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