Which Ad Banners Are More Likely to Be Interacted With In-app

Correctly configured targeting no longer guarantees advertising success if the ad banner fails to attract interest.

Banner effectiveness is measured by CTR (Click-Through Rate), representing the ratio of users who clicked the ad to the total number reached. This metric indicates whether the target audience saw the ad and how many users clicked through. A low CTR often results from poor banner quality.

This article discusses the challenges of developing ad creatives and identifies banners that help boost CTR.

Challenges in Creating Effective Ad Banners

Research indicates that over 74% of users are tired of digital advertising because it is irrelevant, intrusive, and unrelated to their interests or needs.

The digital space is overloaded with content and ads, making it increasingly difficult to create creatives that effectively drive users to a brand’s website.

Why is it challenging to create effective advertising banners?

• Limited Space: Essential information must be conveyed concisely within a small format.
• High Competition: Users see hundreds of banners daily, making it hard to stand out.
• Short Attention Span: A banner has only 2-3 seconds to capture attention.
• Uniqueness Requirement: Banners must be original to avoid blending into the crowd.
• Diverse Audiences: Creating a universal creative that resonates with different groups is challenging.
• Balance of Creativity and Clarity: The creative must combine originality with clear messaging.

5 Methods to Enhance Creative Effectiveness

Method 1: Enhance Banner Visual Appeal

Bright, modern creatives attract attention, but they should align with brand identity rather than blindly follow trends.

Visuals should be vivid, high-contrast, and memorable. Use bold colors, clear imagery, and minimal small details that can be difficult to distinguish on smartphone screens.

Visual accents and simple animations effectively capture and retain attention.

Example: For eco-friendly packaging brand Vivilen, BYYD chose natural colors and textures with animated elements.

Method 2: Simplify and Clarify

Remove excess text and complex sentences. Users should grasp the main idea within 2-3 seconds.

A concise, clear message ensures the audience quickly understands the brand’s unique selling proposition (USP) without mistakenly skipping the banner. Often, 3-4 well-chosen words suffice to convey the core offer.

Method 3: Clear Call-to-Action (CTA)

Using a clear, specific CTA can boost conversions by up to 161%. The CTA button should have concise, understandable text such as “Learn More,” “Buy Now,” or “Join the Promotion”.

A clear, succinct CTA eliminates unnecessary deliberation, prompting immediate action.

Method 4: Identifying Effective Placement

Ad campaign success relies on both the creative and the placement platform.

Mobile advertising specialists have direct analytics access, enabling real-time monitoring of format effectiveness and identifying the best-performing apps.

Daily campaign optimization helps select platforms demonstrating high CTR while adhering to planned CPC and CPM. Apps with low performance should be blacklisted, allowing newer, more effective platforms to join.

Method 5: A/B Testing

Creative effectiveness should be evaluated through A/B testing. Create multiple banner versions featuring varied visuals, texts, and CTAs. Launch them simultaneously and track metrics such as CTR, CPC, and engagement.

The best creative will feature a high CTR with a low cost-per-click. Regular testing identifies audience trends and preferences.

Creative Opportunities in Mobile Advertising

Mobile devices offer extensive possibilities for experimenting with interactive formats:

• Rich Media: Enables banner creation with gamification elements, animations, and even mini-games.
• Split Screen: The screen is divided into two zones, each delivering different ad content, showcasing one product from various angles to enhance perception and reach.
• Video Interaction: Interactive video ads allow users not just to view a brand video but actively participate in the provided interactive content.

Frequency and timing of ad display also significantly impact campaign and banner effectiveness:

• Excessive frequency can cause ad fatigue and banner blindness.
• Seasonal analysis can boost conversions. Prepare seasonal promotions in advance to launch timely campaigns and capitalize on peak user activity.

On the BYYD platform, interactive formats are popular among advertisers. Animated creatives, videos, and mini-games engage users and improve campaign outcomes.

Interested in trying it? Contact BYYD. For over 10 years, we’ve supported brands in mobile advertising and continually enhance our tools.

Check out our case studies – let’s start delivering results.

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