How to create a banner with a 8% CTR?
The main purpose of a banner is to catch user`s eye and attract his attention to go to the advertiser’s website. The case of Renault campaign reflects the approach to reaching high KPIs.
The nonstandard format Floor Ad was chosen for Renault Duster launch in Ukraine. This is a rich-media ad, which fills 100% of screen width and has 90 px height in the initial state. Banner is set up (400 px) for rollover. The advertiser is able to add a video or interactive elements in banner`s panel.
In the initial position this format is not intrusive, and user only has to mouse over the banner to draw its attention. For Renault Admixer creative team chose a dark background with yellow arrow informing the user that the banner is not static. This ad has concise and clear advertising message.
As most of the banners are static or implemented with poor animation, it is natural that users are used to ignoring it. But in this case expanding dynamic elements immediately catch user’s attention: Duster rides through the mountains at high speed. The solution is simple but fresh. It stands out among the competitors.
Advertisers are able to increase the number of clicks to website engaging users. Renault used this feature to show the advantages of its new model. User can switch the color of the car (available in black, white and dark green body color), look inside the passenger compartment and in the trunk.
Understandable target actions
Banner includes links to target landing pages: registration for a test drive, brochure and price list. Ad brings together the emotional (thirst for adventure) and rational (linking to the desired section) components. The main principle is to interest user and made him do an action.
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