Provide Banner Ads to Your Publishers

Most Publishers will use website banners to promote your organization and cause. Banner design is a highly-specialized skill, due to filesize constraints. Experienced banner designers use "tricks of the trade" to make their banner designs seem more animated than they actually are. It is unlikely that volunteer graphic artists or traditional staff-designers will be able to produce your web banners as well as specialists.

Work with your banner designers to ensure that all of your online public services ads will be visually stimulating and will convey a compelling message that evokes an immediate emotional response.

Ask your designers to frequently create new banners. Regularly changing your banner designs can keep traffic flowing to your page. New banners will give repeat visitors to a website a new reason to consider your offer. They can also encourage lapsed Publishers to re-test your offer.

Banner ads should be offered in a variety of shapes and sizes. Popular banner sizes include:

Your banner ads should convey a powerful message that elicits an immediate emotional response (be it curiosity, excitement, anger, sadness, or fear). Most internet users have become very adept at ignoring advertisements, so your ads must "demand" attention and action.

For instance, The World Society for the Protection of Animals (WSPA) provides its Affiliates with animated banners. Superimposed over the image of a caged bear, the full animation reads: "Some people want to drain his bile through a permanent wound to his stomach. Is that ok with you? If you love animals, help free them from cruelty."

Internet surfers clicking on this banner ad are referred to The World Society for the Protection of Animals's landing page which reinforces the ad's message and asks for a donation: