How much do you know about your target audience when you do a banner advertising campaign?
I love how Nate Elliott put it down in the next quote about the importance of audience:
“If you want to create messages that resonate with your audience, you need to know what they care about.”
Now let’s think about banner ads.
What sets good banner ads apart from the bad ones? Is it the design? Is it the offer they put forth, 40% OFF for three days only? Or maybe it’s the targeting?
The answer is not that simple because a good banner ad is a combination of different factors.
A good banner ad tells the right message, at the right time, in the right place for the right audience.
But all those are merely guesswork unless you know the person for whom you’re designing.
And that’s what any good banner ad starts with: knowing your target audience.
Definition = target audience
It’s the group of people who are interested in your brand (product or service). The characteristics of your target audience can be geographic, demographic, psychographic and behavioral.
Why does your target audience matter
Now let’s see the importance of target audience in banner advertising.
Thing is, a good display advertising campaign is a series of interaction points between the user and the product and the service you’re advertising for.
Each element of the campaign: banner ads, landing page, all those are touch points between your product and your target audience.
If you want to achieve results with banner ads and display advertising, you need to provide a good, engaging experience at every step of the way. From banner ad to landing page, each interaction must provide useful and relevant information in order to attract attention and engage your target audience.
Without knowing who you’re designing for, it is close to impossible to create a good and relevant user experience.
How to pin down your target audience
Ok, so by now you might be thinking: “Yes, that sounds nice. But I don’t really have the time/money for this.”
Before you go any further, consider this: would you pay any attention to something that isn’t relevant for you? If you don’t, why would your audience be any different?
The good news is that you don’t need extensive market research to know your target audience and what catches their attention.
You can easily get most of that information by taking a few minutes to ponder the following questions:
- Who uses your product/service?
- What’s a regular day like for them?
- What do they want?
- What are they afraid of?
- What problems do they have?
Granted, if you have the time and budget, you could conduct extensive research to find out more about your target audience. On short notice, however, these questions work just as well and can help you uncover a few insights to connect to your target audience.
Once have these answers, you’re one step closer to designing banner ads that are relevant for your audience.
Have you answered the questions? Great!
Let’s move on to the next lesson on technical banner ad requirements.