When creating a web banner ad, it is more than useful to know what the best format should be for said banner. Typically when determining the format of the banner, the designer has o control over it because web banners are typically occupied by people who do not own the site that the banner is on. Usually the owner offers a portion of pace for the company that wants to advertise on his site. To get better understanding of the standard sizes for web banners, check the Interactive Advertising Bureau Advertising Guidelines. Most websites that offer ad space adhere to those guidelines.
When making an ad banner, one should make it stand out so that the it attracts the attention of the site users. The appearance of the ad banner is recommended to have few, but enough words for the person on the other side of the screen to understand what the ad is for. A summary of the product being advertised alongside a long story about how whatever is being advertised came to be is not what should be on an ad banner. Save all these details for the website. Another way to make an ad banner look spiffy and neat is to use clear, attention grabbing, and relevant images in the banner. Using pictures will draw more attention to the ad banner because whoever is accessing the site will see the banner and will think to himself “what is this” and at least give the time of day to read the ad banner because the picture was so intriguing. The ad must also tel the person what to do or the ad will never be interacted with. The usual tactic for the call to action is a button that says something along the lines of “learn more” or “subscribe to access” that will lead the person to the website when clicked on. There should also be some design unity between the banner and the company website that is linked to the banner. The design elements on the banner should include the same color palette, typography, images, etc that are in the website so that it looks uniform and like a brand that is easily recognized. Another thing to consider is the file size. Nobody will care to sit and wait for an ad to load if it is on the side of a screen on a web page. If the ad has video or audio in it, the file size should bigger so that it can load as fast as possible. However, utilizing audio, animation, and motion int eh ad will attract more attention to the ad banner. These elements should not last more than 30 seconds, remember not to put too much information in your ad- the website linked to it is there for a reason.