If you’re a marketer or designer, you’ve probably heard of the term “banner blindness”, Given how many banners are on the web today, it’s no surprise, But what does that mean? What banner sizes work best? And what can you do about it? This guide will help.
The most important banner sizes and their benefits
It’s important to understand the various banner sizes and their benefits, The most common banner sizes are 468×60, 728×90, 300×250, 160×600, 125×125, 120×600, 468×60 and 160×600,
Let’s begin with a quick overview of what sizes are (depending on your browser’s size settings):
The 468×60 size may look small and it isn’t, For many brands and websites, this is the best size for banner ads, It’s small enough to fit squarely in the eye of your target audience, but can also hold its own against other larger ads, It works especially well for e-commerce sites, since you can easily fit the entire product into this small display (something very few other ad sizes can do), The problem with most 128×128 banner ads (including these 468×60) is that they don’t reach the network effects required for the value chain to keep moving, As in the earlier example, you can find ways to use the bigger banner sizes.
Another benefit of sticking with the 468×60 banner size is its security, Like all banner sizes, you get to measure how far the ad spreads, If too many bad guys jump over the ad, you lose the entire buying decision away from you, Not to mention, you’re less likely to see this kind of ad on a page that has suboptimal user experience, Often, companies and websites choose to stop after popping the question for the resulting loss of business, But don’t do it.
Do you want the user experience to suffer to hone your creative skills? Do you want the acquisition cost to be higher and more developer time needed to fix the issue? These brands and websites can stop when the value chain forks, For example, without additional spending; your first option for e-commerce sites that overspend on banner ads is usually a buy button,
Size recommendations for desktop, tablet, and mobile
Another important thing to consider when it comes to mobile design is how your website will look on different mobile screen sizes, You can choose to target one device size with one design, or you can choose to target multiple devices with multiple designs, Different widths or tracking pixels allow for the variation, While browsers tend to handle all other technical aspects of mobile, they don’t always handle banner sizes or columns very well.
So mobile designers will have to consider all of these factors of banner sizes when designing their own site, So no, you won’t see all the colors of the rainbow on a small phone screen, And probably not all the shapes either, But if you have a window with 1280 by 720 resolutions, you can get away with a banner that is 100 pixels wide with a 2 column width, Of course, you need to be careful about what kind of device you’re using as well as your screen resolution, To give you an idea of what banner sizes should be used for different devices, below are some stats courtesy of oomorphic web.
They compare banner sizes on various devices, The sizes are given in pixels and are in ems, This is the banner size that most devices should have in mind when you design your own mobile site, however, if your design is for a higher resolution mobile device, such as an iPhone 11, then you should take the following banner sizes into consideration.
Essential reading I highly recommend you visit on Mobile Devices and Design High-resolution devices (Icons and lists): Kindle Fire: That’s basically an inch, Or one-fifth the size of an iPhone XS Max display, Well, these are the basics so hopefully now you can choose what banner size works best for you and for your design.
What is banner blindness?
Banner blindness is what happens when you’re exposed to an advertisement for too long or when you’re exposed to too many ads at once, People are often so used to seeing advertisements that when they see one, they tune out and ignore it, And this can happen online, from the time they finish reading your article all the way until they click and convert, To combat this, many display marketers have started experimenting with opt-out or opt-out intrusive advertising methods.
These techniques deal with the issue by replacing the ad with alerts or by changing the content on the banner, They can be effective, but there are a few issues to be aware of before you start experimenting: In terms of browser support, there is no set profile in Internet Explorer, Opera, Safari, or Chrome that eliminates banner blindness, There are only recommendations.
The best approach to combating banner blindness is, however, to review any banner links that might be causing problems so you can either disregard them or use them for outreach, Banner blindness can occur in all screen resolutions, Repeatedly displaying different advertisements on the same page is called “mosaic placement,” Avoid this display type; you don’t want your users to get confused and feel like they’re being bombarded, Native ads can result in a similar issue as banner blindness.
Creative’s and designers who are used to seeing only images or images and copy should consider putting warnings about invasive advertising methods blurred backgrounds, Face pile banners are banner lines that have a pre-filled image on them that only display when a browser loads a specific part of the site, The image is really just a screen capture that gets repeated thousands of times and is altered by the browser (think Foxy the dog), This type of advertising is not recommended because it causes banner blindness and a user will have to scroll down a page instead of seeing what’s on it.
How can you get your best web banners in front of people without being blind?
The problem with banner ads is that they’re not very targeted and they’re not very trackable, A banner ad is going to be seen by a lot of people, but it’s not going to be seen by the right people, A good old-fashioned Google experiment can illustrate this well, In 2001, Google started randomly placing banners on the top of Google search results pages, They placed one ad at the height of 65 pixels, another one at 43, 75 pixels…….
This process was repeated until 2000, They wanted to see which design would get the most clicks and conversion, They also wanted to see which banner would be most effective in getting a click, That’s why they engineered the experiment so that each successive test was different, Even in the first couple of weeks of the experiment, they weren’t sure which size would work best, And when they put all the banners up for one Christmas, their tests showed that titles with a large word size had a greater click-through rate than small titles, This experiment shows that not all banners are created equal.
Good practices for banner design
There are two important components to good banner design, The first is creating a design that will entice and engage your target audience, The second is creating a design that will look good across multiple devices, Banner design is at the core of effective marketing campaigns, making it a strategic and critical component in any effective digital marketing activity, What we usually talk about when we talk about digital marketing today are ads.
Many businesses advertise with digital ads, but still, many businesses need to rely on banners to make their ads visible on multiple devices, Below, we’ll go into detail on how — and why — marketers and designers need to be familiar with banner design, Besides being a great way to help your clients better market their business online, we brought all this up because we wanted to show you some of the ramifications for marketers when they try to cram their ads all in one big mega-ad.
Coincidentally, banners are getting bigger, the industry is getting bigger, and ads on the web are getting blockier too, There’s a reason why businesses like Sweet green and Shopify have made this great innovation into their business model that’s so influential that some of Google’s top companies, and the most popular search ad engines, rely on it for their revenue, The issue with today’s video advertisements is that they’re static too, When you’ve got a player that’s playing static ads (a static short video), what businesses really suffer is decreased clicks and advertising impressions.
That’s where banner ads come in, If you scroll down to the very last image of this post, you’ll see my personal homepage, There are two banner ads displayed in my browser: one standard ad and another one- a banner ad, They’re rather small, but they convey the message clearly, I can see where this is going, Let’s first look at these banner ads, The first banner ad is the standard ad,
Why does it matter what banner sizes you use?
If you have a website or blog, you’ll need to use banner sizes that work well on all the different devices people use to view it, The most common sizes used are 300 x 250, 468 x 60, 728 x 90, and 300 x 600, When conducting website A’s testing, they’ll do one mobile usability test, and one desktop usability test, Both of these tests will measure performance, What happens if you combine both? The results will be even more telling, Common A/B tests test both how well a page performs for one type of user (user A or user B) and how well it performs for a different type of user (user C or user D).
For example, desktop users may view a banner on a webpage, If you do A/B testing on desktop, you have to be sure that B performs better than A, If it doesn’t, it could cost user A a sale, Monitor page A’s performance more closely to see which banner might enhance the result for user D, On mobile devices, conversions may happen quickly on one page, but they may slow to a crawl elsewhere, As such, the display situation is different from the desktop, Common banner sizes are 300 x 250 for user A on mobile, and 70 x 150 for user B on different devices, Because each mobile banner takes up space, you’ll want to have enough space for user C on all different types of screens, Banner sizes focus your design on a finite type of target users.
Typically, you design for one kind of user, such as B or C, Best practices suggests: For more information on banner sizes and testing, we recommend this article from Google, The high resolution (HDR) option allows WebPages to return a dynamic appearance to the user once they’ve loaded them, HDR improves the user experience under different viewing conditions such as different camera resolutions, latency, and screen reflections, This is an advanced setting and we won’t cover it here.
Some audiences are going to be very receptive to your messaging and some people are not, A good designer can work around this, but it’s always best to design for one audience at a time, So you have one less thing to worry about, If you’ve been reading Digital Trends for a while and you know how to make a banner that people click on, congratulations! Now it’s time to delve a little bit deeper and see what works.
Some people love big photos, Text is associated with small memories years after a photo was taken, So ads are not advisable using a small font, Experiment with different sub-topics with sub-headings to get a feel for what works best, Use captions as a guide to better understanding your design, Try short and non-specific captions with brief statements capturing what the ads are about.