When we brief designers on banner requirements, they seem to always be focusing on the specs and the beauty of the design, but they don’t usually think about the goal of the banner ads, what we want to achieve with them and how to implement that into the design. It is not their job and as marketers we should give them a more detailed brief to avoid wasting time with all the back-and-forth.

So, as a marketer, you can avoid a lot of those “designer misunderstandings” with better planning and a more precise brief including the following 5 points:

  1. Never Forget The Call-To-Action Power

You wouldn’t believe how many designers would create a beautiful banner featuring the product but would not include a CTA text or button. Plan ahead for 3-5 different CTAs that designers can add to their banner design, so you can test what CTA works best.

CTA Power

Left banner: No CTA; Right banner: CTA Present

  1. CTA Needs To Stand Out

This is why majority of banner ads you see feature a button with a CTA. Because it makes it stand out. But the button won’t do you any good, if it blends into the background or follows the same colors scheme as the rest of the banner. It needs to pop-out. Try testing a few contrast colors and see which one works best.

CTA Standout

Left banner: Blend-in button colour; Right banner: Stand-out button colour

  1. Choose Your USP Wisely

A lot of times, marketers would forget about the design limitations and want several USPs featured on the banner. This will be difficult for the designer to achieve unless they go into animated ads. Try to look at the dimensions and plan for what USP you really want to feature. Rather make 3 different options and get the designer to create 3 versions of the ad that you can test to see what USP works best with your target audience.

  1. Flaunt That Logo

Banner ads are the primary medium of branding, yet still lots of designers would not include the logo on there. Usually due to lack of space, but it is highly advisable to keep your logo on there at all times. It is strange, when sometimes clients don’t want the logo on their banners. This is kind of like buying a TV ad inventory that will reach 1,000,000 viewers but never mentioning who you are. You probably wouldn’t do that, right?

Logo Display

Left banner: No logo; Right banner: Well-displayed logo

  1. Always Include Spec Limitations

You are thinking, right, doh, who would forget about specs. But they do and often. And if you don’t always add the max size limit or the actual dimensions to the brief, you might get banners that will be too big to be accepted into AdWords for example. And you will have to push back to the designer and wait for alterations and then try again. Also, make sure you, as a marketer, are aware of the specs (don’t just copy-paste them) so it will be easier for you to find outliers in the final product, before wasting more time.