In one afternoon, I happen to come across two distinct banner ads which sparked my curiosity. The idea of long copy banner ads. For decades the conventional wisdom has been that long copy is dead. But as the Internet rolls on into a new version every quarter, will it become the default destination for long copy ads? The concept of having a detailed banner ad is definitely worth considering.
Let’s face it, clients from some sectors like finance, automobiles, telecommunication and technology firms to name a few, do indeed have much to sell explain. And the ads can have a few links to even more information for the curious surfer.
The ones I came across aren’t remarkable, but they seem to qualify as a long copy banner ad.
The above ad which is simply the synopsis from the back of a book reminds me of a time I was overwhelmed at the prospect of writing the body copy, when my creative director came over and said, a good example of body copy can be found every time at the back of any book. That usually is the best part of the book or that one paragraph does an amazing job of explaining what’s on those hundreds of pages without giving the plot away.
This banner ad doesn’t make any sense, other than that it’s has a call for action that can be measured.
My crystal ball magic 8 ball also tells me that some banner ads should give consumers the option to email them to friends. Very often banner ads ends up in the wrong page or contextual advertising goes very wrong. So there is more than a good chance that someone beyond your target group might see it, or simply want to share away your ad with a friend.
Of course, this would only work if one creates an ad worth reading and sharing. And not something like this.