Venturing into the world of advertising can often feel like learning a new language, with a multitude of terminologies to comprehend. Among these stands the concept of ‘Companion Banners.’ Stripped of industry jargon, companion banners are essentially digital advertisements that reside alongside a main media content piece, such as a video. These banners offer a continuous brand presence even when the principal video content ends, making them a clever strategy in the ever-evolving digital marketing landscape. Precisely understanding the role and impact of these ingenious advertising tools will provide you an edge in creating more effective ad campaigns.
Understanding Companion Banners
As you delve into the world of digital marketing, you’ll quickly realize there are numerous ways to get your message across. One of these is through companion banners. But what are companion banners? Glad you asked.
Definition of Companion Banners
Simply put, companion banners are display ads that are placed alongside video content. They can appear in various shapes and forms and are intended to offer supplemental value to the main ad.
Importance and Use of Companion Banners
Why should you care about companion banners? For one, they give you an added layer of visibility. While video content could command a viewer’s primary attention, companion banners set up the context and keep your brand visible even when the video is playing. Additionally, they can also redirect users to your website or specific landing page when clicked, providing you an additional channel for customer conversions.
Types of Companion Banners
Let’s take a closer look at some of the types of companion banners that exist out there.
Static Companion Banners
These are the most straightforward type of companion banners. As the name suggests, static companion banners comprise of images that don’t have any dynamic aspects to them. Because they require lower production costs, they can serve as an economical option for campaigns with tight budgets.
Animated Companion Banners
A step up from the static ones, animated companion banners involve some form of movement or change within the banner. This can make the banner more visually engaging, thus attracting more attention from the users.
Interactive Companion Banners
These put the control in the user’s hands. Users can interact with these banners – be it answering a quiz, play a simple game, or explore different sections of the banner. Interactive banners offer an immersive experience and are high on engagement.
Benefits of Companion Banners
Companion banners come with their own set of unique advantages.
Increasing Brand Awareness
Being placed near video content, they naturally draw the eye. This, coupled with the persistent presence on the screen, helps enhance brand visibility and awareness.
Boosting User Interaction
Especially in the case of interactive banners, they enable more engaging experiences and thus can boost user interaction rates.
Enhancing Ad Performance
Given their ability to complement the video and create a more cohesive advertising experience, companion banners can notably enhance the overall ad performance.
Designing Effective Companion Banners
Now, let’s talk about how to create compelling companion banners.
Basic Principles of Design
The design of your companion banner should be clear and easy to understand. Keep the design clean, simple and ensure that your brand’s logo and key message are immediately visible.
Selection of Visual Elements
Your choice of visuals – images, colors, fonts, etc. – play an instrumental role in grabbing user attention. Remember to maintain consistency with your brand identity.
Creating Engaging Content
Whether it’s a catchy headline, compelling copy or an enticing call-to-action, the content of your banner is key in persuading users to interact with it.
Sizing and Format of Companion Banners
Understanding the technical aspects of companion banners, such as size and format, is essential for effective campaign implementation.
Standard Size Dimensions
The Interactive Advertising Bureau (IAB) provides guidelines on standard dimensions. For companion banners, popular sizes include 300×250 and 728×90 pixels.
Accepted File Formats
Common formats include JPEG, PNG, GIF for static or animated banners, and HTML5 for interactive ones.
Impact of Size and Format on Ad Performance
Size and format can significantly influence how your banner performs. Larger, more noticeable banners can attract more attention while interactive banners require users to be engaged, potentially leading to better conversion rates.
Implementing Companion Banners on Different Platforms
When placing companion banners, it’s important to consider where your audiences are.
Companion Banners on Desktop
On desktop screens, companion banners can occupy a sizable portion of the screen real estate, increasing their visibility.
Companion Banners on Mobile
On mobile, due to the smaller screen size, the placement and design of companion banners must be carefully thought out to avoid disrupting the user experience.
Platform-Specific Guidelines
Each platform also comes with its own set of guidelines and best practices for implementing companion banners. These guidelines can help ensure optimal placement and performance of your banner.
Recognizing Good Companion Banners
Looking at successful examples can shed light on what makes a great companion banner.
Key Features of Successful Companion Banners
Successful companion banners typically display a balance between creativity and clarity, offer value, invoke curiosity, and contain a clear call-to-action.
Examples of High-Performing Companion Banners
While specific examples will vary across industries and campaigns, common high-performers often share the above key features while reflecting the brand’s unique voice and message.
Companion Banners and Other Ad Types
Companion banners don’t live alone in the advertising world; they co-exist with other ad types.
Comparison with Display Ads
Unlike standalone display ads, companion banners are there to augment the main (usually video) ad, offering synergistic effects when done right.
How They Work Alongside Video Ads
As mentioned earlier, companion banners work hand in glove with video ads, providing extended brand exposure and another engagement touchpoint.
Companion Banners in Digital Marketing Strategy
In the grander scheme of things, companion banners play an integral role.
Role in Overall Marketing Mix
Companion banners can add richness to your overall marketing mix, complementing other forms of advertising and providing a dynamic, multi-layered experience for the audience.
Tips for Combining with Other Advertising Forms
While integrating companion banners with other ads, you should aim for consistency in your messaging, visuals, and brand voice to ensure a seamless experience for the user.
Future of Companion Banners
What does the future hold for companion banners? Let’s ponder.
Emerging Trends
Brands are getting more innovative with ad formats, so expect to see more interactive and immersive companion banners in future campaigns.
Impact of Technology Developments
Developments in technology such as AI and AR can immensely diversify the possibilities of how companion banners are designed and interacted with.
Predictions for the Next Five Years
The future of companion banners is assuredly exciting, with potential for increasingly personalized, relevant and interactive experiences. Despite the twists and turns digital marketing may take, companion banners will continue being a pivotal advertising tool bringing substantial gains and value.
