When we place advertisements/display ads on other websites, we are usually bound by certain specifications of the respective providers in terms of file format and dimensions. For example, whether the advertising banner must be very wide and horizontal or square.

However, we have complete freedom when it comes to the design. We can create a video sequence or use a simple still image. Whether it’s a still image or an animated sequence, the following content is important:

• The wordmark
• A link destination that the user is taken to when they click on the ad
• A call to action that either directly or indirectly prompts the user to click is also advantageous:
  • ‘Secure your ticket now!’
  • ‘Click here for the new rental catalogue!’
  • ‘Available from September!’
  • ‘Now available!’
  •  Instead of a call to action, it is also possible to use animations such as a clicking cursor, or to combine both

Apart from that, the same applies to display ads as to billboards: text in as concise and elliptical a form as possible, consistent use of our colour palette and, if available, appropriate imagery.