- To facilitate our ad network advertising, we have to provide the content for three digital display ads (banners). You will be required to write the content for a “four frame” banner in multiple sizes. You will be required to develop a visual storyboard for each banner. Please separate each banner on its own page with the following: (15 marks)
Display Ad Sizes
| 1. 300 X 600 | 2. 160 X 600 | 3. 468 X 60 |
Please include:
- Banner size.
- Content presented in separate frames.
- The goal of the banner.
- Reasoning and justification for each banner as it relates to topics covered in class.
- In-depth explanation of your planning process and reasoning. Destination plan.
Banner 1: Half Page
Goal of Banner:
The goal of this banner is to get people to go to the Hoops for Home landing page in order to learn about the tournament, as well as possibly register or volunteer. It also serves our objectives by spreading awareness for the tournament by allowing us to advertise on other websites that our target audience often uses to make sure our ad campaign is effective. We want to inspire and spread awareness, especially for those geographically close to the tournament, as we do not want to advertise generally, as it would be a waste of money and time.
Planning process:
We will use rich imagery to get people’s attention with the use of minimal text in order to pass the blink test, as if we do not accomplish this, our message becomes less effective.
Creating concise and emotionally driven text to back up the imagery so that once we get someone’s attention, they can be impacted by the actual text itself.
Using relevant logos to the tournament, such as Whirlpool, NBA, Hoops for Homes, and Derrick Coleman’s signature, because they add context to our banner and may be enough to persuade people to click.
Our call to action is a large button with an arrow and capitalised text that states “play your part,” which lets people know it is a clickable button that will lead them to a landing page.
The colour scheme is consistent with our website and connected to basketball with the use of an orange border in order to gain people’s attention.
We created a custom washing machine with an NBA basketball in the washer door to connect with what the youth could possibly win through the tournament.
Banner 2: Wide Skyscraper
Goal of Banner:
The goal of this banner is to inspire and motivate potential readers and youth to be aware of Hoops for Homes and the tournament.
We want to use emotional images and text to gain people’s attention and interest in the tournament.
Planning process:
We want to tell an emotional story with our banner through both text and images that represents the youth and ends with their family and the benefits they can get by joining up.
Our call to action is a large button that tells people to “Sign up today!”, which is effective in telling people what we would like them to do.
We will use different images in order to appeal to our targeted demographics, as not all pictures carry the same weight for each individual, which allows us to appeal to various segments of our audience.
We use the same colour scheme from our previous banner to have consistency with our other banner ads and to possibly increase the chances of being noticed with the use of repetition and repeat targeting.
We will also reuse our logos so that our banners are consistent, and people understand what we are connected to.
Banner 3: Full Banner
Goal of Banner: The goal of this banner is to motivate and inspire the youth to work hard and achieve big things in order to help their family.
This banner will appear on relevant websites at the top or bottom of their screen in order to possibly get their attention.
The content of the banner will be placed in a strategic way to increase its readability and help it pass the blink test.
Using unique images that represent the target market, as well as context for the tournament, so people understand the purpose of the banner.
Planning process: We want to use well-thought-out and well-written text built for web reading, as this will allow us to cater to how users behave online in order to make our messaging leave a greater impact.
We will reuse our branding elements and colour scheme because we know that repetition will help increase the effectiveness of our message, as over time it helps users to get the full message once stimulated by similar messaging throughout the day or weeks.
This banner is very large, which will allow us to incorporate more emotional images in order to sell our message. This banner must be created with our target audience in mind, otherwise, it will be difficult to create specific content that will appeal to them.
