What should we know about?

O czym powinniśmy wiedzieć?
What should we know about? There are various banner ad formats. We should know which one to choose.

Static banners use static images. They are usually associated with the target website. After clicking on the banner, the user is redirected to it.

Dynamic display banners use modern technologies. We can arouse emotions in users. Thanks to dynamic creations, we can create unusual and attractive advertisements. One of the advantages of digital advertising, and more specifically software, is the ability to personalize your marketing messages. Thanks to this, we can reach a specific group of recipients. Dynamic creatives can include audience data. We can use creative strategies here. Messages can be segmented according to a given location.

Google AdWords offers a specific video format for advertising campaigns. They can be displayed on the Google digital network and on TrustView platforms. Movies can be divided into two formats. In TrueView In-Stream, the ad plays in the movie. In TrueView Discovery, the ad consists of a thumbnail of our video that is displayed with text. Its size usually depends on the location. Can be played on YouTube or user channel.

LightBox ads are interactive banners. Users can access them by clicking or hovering over them. Then it unfolds and we can see the movie, sometimes shown full screen.

Ads, e.g. animated banners with GIF images, should last a maximum of 30 seconds. Speed ​​should be less than 5 FPS. Can be displayed on the Google Display Network.

Basic requirements

Remember that our banner will appear somewhere on the website and will compete with other companies’ banners. Therefore, let’s try to make our banner attractive and attract attention.

Let’s try to use attractive photos that match our business. They should look appropriate to arouse the interest of users. Make the banners interactive. Let’s include elements that engage the user and induce him to interact with the ad.

Let’s add sound and animation that will make our banner stand out from the competition. Let’s make good use of the available space. We should also remember that less is more. Let’s try not to put too much information in the banner. Let’s not confuse the user with them. Let us only present the information that is necessary.

Let’s be creative. Let’s consider what can catch our audience’s attention. Let’s include interesting elements in our banner. Let us call for action. The main purpose of the banner is to grab the user’s attention. We need to include a call to action encouraging you to click, such as More Info, Click Here or Buy Now. These are the most commonly used buttons.

Let’s include the name of the company in the banner. Thus, the user will connect the banner with our company. We need to know that we created this banner. He shouldn’t have the slightest doubt about it.

Let’s share the most important information. Due to limited advertising space, it can sometimes be difficult for us to capture the most important aspects of the brand. Therefore, we should know how to modify and customize key information. Then we will share short messages of tremendous power.

We should also have a sense of humor. It can attract users’ attention. Let’s surprise the audience with a funny phrase. This way, they will not only get their attention, but there is a chance that they will remember it.

Let’s associate the banner with the landing page. This is an important aspect of a good banner. The call to action button should redirect the user to our landing page. It should be optimized for computer and mobile devices.

Let’s also pay attention to the colors. Their use largely depends on the brand image. It’s best not to risk too much. Let us try to find a balance. This is how we stand out from the rest.

We design advertising banners : research

There are a few things we need to investigate before we begin designing a banner. First of all, let’s answer the following questions:

  1. What industry does our company operate in?
  2. What are the industry trends?
  3. How does brand competition behave?
  4. What is brand identity?
  5. Where should the banner be placed?
  6. Who do we design for? (target group)

We need to know the answers to all these questions before we start designing a banner. Otherwise, there is a risk that we will have to create it again. A badly designed banner will not appeal to the target audience.


After completing the research, let’s organize your ideas. Let’s make a list of the things we need to do to create an effective banner ad . Let’s pay attention to its size and quantity.

Let’s interest users with our advertising. If we want to ask them to click, let them interest them with interesting content and call for action. Let’s not create bad banners. As a result, the user will have no idea what our ad is about or expected of.

Banners should work well on both computers and mobile devices. Let’s not just focus on the number of clicks, but building relationships with customers.