Banner Marketing Can Be Effective and Creative - Said by Paul McCarthy Cork

 

Banner ads have a bad reputation in the eyes of many people. To clear the myths about banner marketing, Paul McCarthy Cork shared a few insights on how smart creative strategies can improve banner efficiency and performance, using recent creative work from Google as examples.

 

Paul McCarthy said “banner ads exist since 1994 but marketers didn’t utilize them in a creative way. That’s why they have the bad rep. I and my in-house team responsible for banner marketing strategy development actually found that cross-screen banner ads can drive brand lift. The unique visitor reach increased up to 82% by using the banners in a simple format.”

 

Paul McCarthy Cork described it “as other marketing campaigns, the success of a banner campaign comes down to creative quality. Eye-catching, timely, and personalized banner ads can attract more and more users.

 

There are some people say banner ads are boring. I would like to say them, if you're looking to tell a complicated story full of emotion and hoping to elicit a reaction, it can be difficult to pull off with a banner. Users don’t go online to watch banner ads; they go online to chat with friends, read the news, watch videos, and play games.”

 

Next, Paul McCarthy shared 3 major principles of banner marketing:

 

1. Be compelling: Make eye-catching banner ads using animation, the use of faces, brand colors, and clear text.

 

2. Be concise: Be concise to make sure your message sticks.

 

3. Be clear: Banner ads tend to be relatively small so make sure your message is clear and small.