12 September 2010
Web ads tend to be on very busy pages full of editorial and ad content. This is good because a lively page means plenty of traffic, but it makes it difficult to get your
voice heard over the clamour.
There are some simple things you can do to help your ad stand out:
- Know that less is more – a very short headline and text is best. No one’s going to read it otherwise.
- Use colour and contrast – and take some time over the design. First impressions count, even online.
- Consider surprising imagery – don’t just use a ship!
- Think motion – flash or rotating gifs can be a great way to catch the eye, if the site allows it.
We recommend printing out the target web page and laying your ad into place.
How does it look? Would you notice it? Even more important, would you act on it?
Keep a file of online ads you like (not just from the shipping market) to give you new ideas.
(Article taken from “The 10 Essentials of Online Advertising in Shipping”, a ShipServ eBook)
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