Podcast
Questions and Answers
What are the three 'S's that good advertising depends on?
What are the three 'S's that good advertising depends on?
- Simple, Serious, Smart
- Surprise, Sincere, Steady
- Steady, Smart, Sincere
- Simple, Surprise, Smile (correct)
Native banner ads should always be placed at the bottom of a webpage to ensure they don't interfere with user experience.
Native banner ads should always be placed at the bottom of a webpage to ensure they don't interfere with user experience.
False (B)
The portion of a webpage visible in a browser window when the page first loads is known as ______.
The portion of a webpage visible in a browser window when the page first loads is known as ______.
above the fold
What is the primary benefit of placing ads on the most popular pages of a website?
What is the primary benefit of placing ads on the most popular pages of a website?
Heat mapping tools can help identify areas of a website that attract the most customer attention.
Heat mapping tools can help identify areas of a website that attract the most customer attention.
What is the suggested range for the number of content blocks per widget to showcase an image and a title without cluttering a webpage?
What is the suggested range for the number of content blocks per widget to showcase an image and a title without cluttering a webpage?
For native ads, what design aspect is most important?
For native ads, what design aspect is most important?
On video streaming websites, sidebar ads generally perform better than ads placed above or below the video player.
On video streaming websites, sidebar ads generally perform better than ads placed above or below the video player.
Websites offering online services or tools can effectively place native banners on _______ pages.
Websites offering online services or tools can effectively place native banners on _______ pages.
When implementing banner ads in mobile applications, what is a critical consideration regarding ad placement?
When implementing banner ads in mobile applications, what is a critical consideration regarding ad placement?
It is recommended to change the location of a banner ad from screen to screen within a mobile app to improve click quality.
It is recommended to change the location of a banner ad from screen to screen within a mobile app to improve click quality.
Why is it important for a banner ad to load at the same time as the app content?
Why is it important for a banner ad to load at the same time as the app content?
For banner ads in apps, what design practice helps avoid user confusion?
For banner ads in apps, what design practice helps avoid user confusion?
White spaces within a banner ad should always be clickable to maximize the ad's interactive area.
White spaces within a banner ad should always be clickable to maximize the ad's interactive area.
When designing banner ads, it's important to ensure clear visibility of the _______ or _______ labels.
When designing banner ads, it's important to ensure clear visibility of the _______ or _______ labels.
Which statement best describes 'ad rotation'?
Which statement best describes 'ad rotation'?
An effective rotating banner should generally include more than 5 slides to provide diverse information to website visitors.
An effective rotating banner should generally include more than 5 slides to provide diverse information to website visitors.
Besides arrows, what other UI element can be used to indicate additional content in a rotating banner?
Besides arrows, what other UI element can be used to indicate additional content in a rotating banner?
What is the primary element a graphic designer considers when assessing a rotating banner?
What is the primary element a graphic designer considers when assessing a rotating banner?
According to Runyon's study, less than 1% of the population actually clicked rotating website banners.
According to Runyon's study, less than 1% of the population actually clicked rotating website banners.
According to the user experience designer's view, an effective rotating banner must be a _______, and not a _______.
According to the user experience designer's view, an effective rotating banner must be a _______, and not a _______.
Match the following questions with the role who would ask them when assessing a rotating banner:
Match the following questions with the role who would ask them when assessing a rotating banner:
What is a key question a digital marketer would ask when evaluating the effectiveness of a rotating banner ad?
What is a key question a digital marketer would ask when evaluating the effectiveness of a rotating banner ad?
Using only arrows to advance the slides of a rotating banner ads is more effective than using automatic scrolling.
Using only arrows to advance the slides of a rotating banner ads is more effective than using automatic scrolling.
From an app development perspective, why should banner ads not be formatted as interstitials appearing during the loading process?
From an app development perspective, why should banner ads not be formatted as interstitials appearing during the loading process?
For higher click quality, place banner ads at the _______ or the _______ of the screen of the application and don't change their location from screen to screen.
For higher click quality, place banner ads at the _______ or the _______ of the screen of the application and don't change their location from screen to screen.
What consideration demonstrates a User Experience (UX) perspective when evaluating a rotating banner ad?
What consideration demonstrates a User Experience (UX) perspective when evaluating a rotating banner ad?
A flashy, distracting border or call to action is recommended for banner ads to ensure high click-through rates.
A flashy, distracting border or call to action is recommended for banner ads to ensure high click-through rates.
What should graphic designers primarily evaluate about rotating banners as a website design element?
What should graphic designers primarily evaluate about rotating banners as a website design element?
According to best design practices regarding banner ads in apps, design consideration should be prioritized to avoid blending [ ] with [ ].
According to best design practices regarding banner ads in apps, design consideration should be prioritized to avoid blending [ ] with [ ].
Match the mobile app banner ad implementation guideline with its rationale:
Match the mobile app banner ad implementation guideline with its rationale:
What is the potential negative outcome of formatting native ads like interstitials?
What is the potential negative outcome of formatting native ads like interstitials?
Ad rotation as a strategy always results in increased click-through rates compared to static banner ads.
Ad rotation as a strategy always results in increased click-through rates compared to static banner ads.
From a digital marketer’s standpoint, what is an essential question to consider related to customer experience while evaluating rotating banner campaigns that contain promotions originating at multiple different paid ad sources?
From a digital marketer’s standpoint, what is an essential question to consider related to customer experience while evaluating rotating banner campaigns that contain promotions originating at multiple different paid ad sources?
From a UX perspective, if an ad designer wants to optimize a rotating banner to ensure the use finds the desired information effectively, the most successful optimization methodology is to reduce the user [ ] in order to improve ad's [ ].
From a UX perspective, if an ad designer wants to optimize a rotating banner to ensure the use finds the desired information effectively, the most successful optimization methodology is to reduce the user [ ] in order to improve ad's [ ].
What is the most effective way to display a website rotating banner if end-users will primarily access the website on mobile devices?
What is the most effective way to display a website rotating banner if end-users will primarily access the website on mobile devices?
White spaces within a banner ad can be made clickable as a tool to increase the click-through rate
White spaces within a banner ad can be made clickable as a tool to increase the click-through rate
How would a app developer avoid the problems caused by automatic loading of banner ads?
How would a app developer avoid the problems caused by automatic loading of banner ads?
Effective banner advertisement campaigns always clearly display ______ in the ad label.
Effective banner advertisement campaigns always clearly display ______ in the ad label.
Flashcards
Advertising Principles
Advertising Principles
Good advertising depends on simplicity, surprise, and evoking a smile.
Banner Placement Questions
Banner Placement Questions
Asking key questions before placing a banner ensures the user's experience isn't negatively impacted.
Above the Fold
Above the Fold
The portion of a webpage visible without scrolling when the page first loads.
High Traffic Ad Placement
High Traffic Ad Placement
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Heat Mapping for Ads
Heat Mapping for Ads
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Content Blocks Per Widget
Content Blocks Per Widget
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Ad Coherence
Ad Coherence
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Ad placement (Blogs/News)
Ad placement (Blogs/News)
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Ads on Streaming Sites
Ads on Streaming Sites
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"Thank You" Page ads
"Thank You" Page ads
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App Banner Location
App Banner Location
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Clickable Area Avoidance
Clickable Area Avoidance
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Banner Consistency
Banner Consistency
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Ad Background Differentiation
Ad Background Differentiation
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Ad Timing
Ad Timing
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Ad Placement Spacing
Ad Placement Spacing
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Ad Labelling
Ad Labelling
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Call To Action Clarity
Call To Action Clarity
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Interstitial Ad Design
Interstitial Ad Design
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Rotating Banner
Rotating Banner
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Attractive banner
Attractive banner
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Ask the UX designer
Ask the UX designer
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Efficacy questions
Efficacy questions
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Limit Slides
Limit Slides
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Ad labels
Ad labels
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Study Notes
Good Advertising
- Good advertising depends on it being simple, surprising, and bringing a smile
Banner Ad Placement Questions
- Before placing a banner ad on a website, identify the user's objective when visiting your site
- Find out what they do on a particular page of your site
- Determine where their attention is likely to be focused
- Consider how to integrate ads without disrupting the user experience or distracting them
- Ensure the page remains clean, uncluttered, and inviting
Visible Parts of Site
- Native banner ads should be placed in a visible area of the website
- Ads placed "above the fold" or in the uppermost section of the site are more likely to be seen
Above the Fold
- The "above the fold" area is visible when a webpage initially loads in a browser
- Content requiring scrolling to be seen is "below the fold"
Most Popular Pages
- Placing ads on the most popular pages of your website can attract more traffic and generate more money
- This increases exposure and boosts interaction probability
- Ensure ads are placed on all entry pages
General Location
- Publishers can use techniques to improve click-through rates (CTRs)
- Employing a heat mapping tool, such as Crazy Egg, can help identify which areas of your site attract the most customers
- This is useful even if most ads perform better above the fold
Content Blocks per Widget
- Using 3 to 4 content blocks on each widget provides enough space for an image and a creative title without cluttering the page
- Drive down the CTRs when using more than 10 blocks per widget
Size and Coherence
- Banners should match the website's overall look
- Banners should mirror size, color schemes, font, and general style
Website Type - Blogs and News Outlets
- Native banner ads on blogs and news outlets should resemble authentic content
- They can be placed above the fold, in-content, or in any sidebar
Website Type - Video Streaming
- Video streaming sites are a good choice for native banner ads
- Sidebar ads do not perform well on these sites
- It is best to place the ads above or below the video player
Website Type - Online Services/Tools
- Placing native banners on "Thank you" pages is a good idea for online service and tool websites
- When a user lands on the page after downloading or converting a file, they are more likely to focus on the ad
Application Banner Ad - Location
- Do not place banners on top of app content or near app controls
- The banner should have its own space
- Prevent clickable areas of the app from moving close to the banner
- Keep banner placement consistent throughout the app
Application Banner Ad - Ad Timing
- Ensure the banner loads simultaneously with the app content
- If it loads later, it might shift content, leading to accidental clicks
Application Banner Ad - Ad Design - Background Colors
- Use a border and make the background color of the ad different from your content so people don't get confused
Application Banner Ad - Ad Design - Spacing
- Leave enough space between the native placement and the content, this keeps users from accidentally clicking
- Also avoid having clickable white spaces
- Avoid overlapping the exit button and Ads Choices icon
Application Banner Ad - Ad Design - Ad Labels
- Use "Sponsored" or "Ad" labels prominently and make sure people can see the Ad Choices icon
Application Banner Ad - Ad Design - Calls To Action
- Avoid flashy or distracting borders or calls to action
- Balance native placements and user experience
- Keep ads separate from call-to-action buttons
- Make sure the layout differs between ads and app content
Application Banner Ad - Ad Design - Interstitial Ads
- Be careful when ads look like interstitial ads, it can confuse users and they will think they need to engage to access content
Rotating Banner
- Rotating banners display a series of images on a website homepage
- Other names can include front-page Carousels, Image Sliders, and Ad Rotations
- Ad rotation shows multiple ads in a single location with each page load
Rotating Banner Statistics
- Nearly all rotating website banners saw clicks from only 1%-2% of viewers during Runyon's study
- The only exceptions were department stores and news aggregate websites
Rotating Banner - Graphic Designer's Point of View
- Graphic designers consider if rotating banners match the project's overall visual design
- Attractiveness helps determine if the banner is appealing
- Harmony & Balance decides if it complements the whole website or feels distracting
Rotating Banner - User Experience Designer's Point of View
- Designers of UX evaluate if a rotating banner enhances a website
- Determine whether the rotating banner helps visitors find information
- Gauge if the rotating banner is a distraction
- Evaluate if there are too many CTAs commanding attention
Rotating Banner - Digital Marketer's View
- Digital marketers question if a rotating banner is an effective marketing tool
- It is helpful to confirm that goals and messaging are on point
- Make sure the banner supports the website's marketing goals
- Ensure an AdWords ad matches the customer’s journey and experience
Rotating Banner Ergonomics
- Limit to a maximum of three slides on the homepage
- Provide options beyond automatic scrolling to let visitors view slides at their own pace
- In addition to arrows on each side of the slide content, use labeled or numbered buttons somewhere on the slide
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