I remember having a talk with somebody a while ago. He was asking why did Coca Cola still advertise itself since it was one of the most powerful brands in the whole wide world. It took a while to explain to him that advertising is not only for selling a product or making it known to new people.
But it also is about brand recognition, brand association and brand loyalty and of course products of the brand itself.
When I decided to write this article, the discussion above was the first thing striking my mind. Why would international stars need advertising? They represent their own global brands, just like Coca Cola or Pepsi. Let’s’ take Beyonce for example. She’s already “Queen B”, she is a singer, songwriter, actress, and entrepreneur. She’s the most-awarded artist in the award show history of MTV Video Music Awards with 24 prizes. She has a total of 20 awards and 62 nominations from the Grammy Awards for her music and she is the most nominated woman and the second most-awarded woman in Grammy history. Not to say that she’s the most googled artist in 2016 and her song “Formation” is the most googled song. It’s almost impossible to not have heard about her.
But let’s think for a minute.
As I said above, there isn’t only one reason to advertise but many! In this case, it’s to also sell records, tickets to concerts, tighten the communities of an artist by getting them on the websites or forums or groups, promote a song or a product like perfumes or clothing lines made by that artist. And what’s the best channel to promote music? The internet, of course. That’s why most top-artists turn to online advertising nowadays. Let’s see and analyze some examples and see what we can learn from them.
If you like it then you shoulda’ put a banner on it
Let’s start with Beyonce, since she’s the one we began with in the first place.
As we all know, banner ads you create must be the ambassadors of your brand. Which means that they have to resemble the brand itself through identity in order to make them recognizable and consistent with your other branded content.
[Tweet “Instant recognition is achieved by keeping a consistent trend in designing visuals according to your magic book.”]
Beyonce’s marketing team knows this really well, and as we can see from the banner ads they’ve created. Beyonce always had this simple, yet strikingly elegant approach on her advertising materials. Just take a look. Her banner ads, which promote her last album – Lemonade, or songs on the album, all have the same pattern. The album promotes both feminism and at the same it’s an ode to black culture, a fierce statement against police brutality.
That’s the reason why she’s the secondary character in each of these. She takes the saying “Let the music speak for itself” literally and let her songs be in the centre of attention. This is when she stops being a promoter of herself and her brand but of her music, which in this case has a really important message.
Actionable tip – Let your banner ads be the ambassadors of your brand.
Kanye loves Kanye, but does Kanye love Banner Ads?
Our second example comes from Kanye West. Surprisingly, even though on its social media channels, Kanye seems to be rather self absorbed, his banner ads are nothing like that. Neither of them has even a picture of Kanye. This could probably be because he’s sure that everybody knows him (which might actually be true).
Still, what’s to take away from the way in which his marketing team manages his online advertising strategy is this: All his banner ads look just like his site.
Simple, clean, same colors, same font. Take a look:
Colors are really important when it comes to banner ads. When you start designing a banner ad you must know the color palette of the brand. Why?
Because if you use the same colour on your website, on your social media, on your clothes, on your banner ads – people will start associating it with your brand and will recognize it easier in the crowded space of the online.
[Tweet “Actionable tip: The colour of your brand is a call to action itself”]
That’s what Kanye’s marketing department did with its online advertising. Took the colours of the website and made the banners resemble it. If you need help in picking your colours, or choosing what’s right for your brand and banner ads, we have a list of banner colors that could help you.
Nevermind, I’ll find a banner like you!
We’ve said it before and we’re saying it again. A very important part of your visual ads are the fonts you’re using. Let’s compare banner ads with handwritten letters. If you don’t understand the writing because of the font, you’ll believe the sender didn’t give much attention to it and that’s disrespectful.
On the other hand, you can easily recognize the sender after his handwriting, right? If you’d see the writing anywhere, you’d know who was the author.
For example, Adele uses on banner ads the same font that she uses on her website and all other materials. This is called consistency, and it’s a word you must remember if you want to create quality banner ads.
More than that, Adele knows how important the saying “less is more” is. Neither of her banners have more text than necessary and know exactly how to sell the product: be it an album or tickets for a concert.
Did you know that the average internet user sees over 1700 online ads per month? That means about 57 ads seen per day, in less than two hours! If the user knows your style, gets to read everything on your banner ad, the chances of him clicking it are higher than if he doesn’t bother to read lots of text.
Actionable tip: Don’t forget that “less is more” when it comes to banner ads.
Truth is you can learn something from any banner you see on the internet, be it amazing or crappy. And remember that no matter how big a brand is or how known a personality is, there still can be found things to advertise and there are always people to get to.
Marketing is just like learning. It never stops.