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How do you use animation and interactivity in banner ads without distracting the audience?

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Banner ads are one of the most common and effective ways to promote your products or services online. But how do you create banner ads that stand out from the crowd and catch the attention of your target audience? How do you use animation and interactivity in banner ads without distracting the audience or annoying them with too much movement or noise? In this article, we will share some banner ad design tips that can help you achieve these goals and increase your click-through rate and conversions.

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Jaap den Hertog

Co-Founder / CTO at Men in Green & molo loco
Haseeb Sulliman

Slide Master
Dave Gluck

Senior Client Partner at Unity

1 Choose the right size and format

The first step in designing a banner ad is to choose the right size and format for your campaign. Depending on the platform and placement, you may have different options for the dimensions and file type of your banner ad. For example, Google Ads offers a variety of banner ad sizes, ranging from 300x250 pixels to 970x250 pixels, and supports formats such as HTML5, GIF, JPG, and PNG. You should check the specifications and guidelines of the platform you are using and choose the size and format that best suits your goals and budget.

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Jaap den Hertog

Co-Founder / CTO at Men in Green & molo loco
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We often advice to tailor the formats to the type of campaign you're running. Larger formats like billboards or half pages gives you the opportunity to create very rich animations and interactions. Those formats are perfect for upper funnel / awareness campaigns. When you're running a more lower funnel campaign it's often best to stick with the regular and smaller sizes. These sizes work very well for displaying products and they have a great reach because of the large inventory you can run these ads on.

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Haseeb Sulliman

Slide Master
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Initially, I utilized inches to structure slide layouts, but it was later discovered that opting for points was the correct choice. Subsequently, I had to become proficient in using picas in designs. Presently, I apply pixel measurements in animations as my standard practice. In short, slide layout and framing serve as the fundamental framework for any design.

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Dave Gluck

Senior Client Partner at Unity
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If you are leveraging full screen mobile in-app units, interactivity is easy to implement and give the user additional time to engage with your brand. Mobile devices offer multiple ways to interact with the user - tap, swipe, drag and more within the creative to create a brand experience that is memorable and fun.

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2 Use clear and catchy copy

The second step in designing a banner ad is to use clear and catchy copy that conveys your message and value proposition. You only have a few seconds to grab the attention of your audience, so you need to make sure your copy is concise, relevant, and compelling. You should also include a clear call to action (CTA) that tells your audience what you want them to do next, such as "Shop Now", "Learn More", or "Sign Up". Your copy should match the tone and style of your brand and target audience, and use fonts and colors that are easy to read and contrast well with the background.

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3 Add animation and interactivity

The third step in designing a banner ad is to add animation and interactivity that enhances your message and engages your audience. Animation and interactivity can help you showcase product features, create a sense of urgency or curiosity, or provide additional information. However, you should be careful not to overuse these elements, as they can distract or annoy your audience if they are too fast, too slow, too loud, or too complex. When incorporating animation and interactivity into your ad, use subtle and smooth transitions and effects, such as fading, sliding, or rotating. Additionally, limit the duration and frequency of these elements, provide an option to pause or mute them, and test them on different devices and browsers. Lastly, make sure they support your message and goal by aligning them with your copy and CTA.

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4 Test and optimize

The final step in designing a banner ad is to test and optimize your banner ad performance. You should monitor and measure the metrics that matter for your campaign, such as impressions, clicks, conversions, and cost per action. You should also experiment with different versions of your banner ad, such as changing the size, format, copy, CTA, or animation and interactivity, and see which one performs better. You should use tools such as Google Analytics, Google Optimize, or other third-party software to track and analyze your banner ad data and optimize your banner ad accordingly.

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Luigi F.

Performance Marketing Leader - Search, Media, Affiliate, Content
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Based on your business, other success metrics to consider are return on ad spend (ROAS) and lifetime value (LTV). Since many people don’t click on banner ads click-through rate may be a better metric. A/B testing is the best way to test since it removes the impact of running ads at different times. The effectiveness of your testing is a function of your investment and the deviation of test ads from existing ads. Subtle tests may not lead to statistically significant results.

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How do you use animation and interactivity in banner ads without distracting the audience?

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1 Choose the right size and format

2 Use clear and catchy copy

3 Add animation and interactivity

4 Test and optimize

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