Creativity in the banner

I think we all agree that an online strategy is more than a suite of banners, some adwords, a facebook page and a preview session with some bloggers. But banners still have a role.

Banners get a hard time. Perhaps rightly so. But they have a value beyond the click-through-rate. I've written before that nobody clicks on outdoor ads - but their value is not disputed. The problem is a lot of the banners are not particularly creative. Then again, most advertising, regardless of medium used, is only average.

But banners can be creative. Click here or on the image to see this Bernardo's ad.

I'm really impressed with the latest TV ad from Barnardos.

I'm really impressed with the latest TV ad from Barnardos.

They have managed to steer away from cliche and create something that connects with the viewer. It is always a courageous decision to go for the heart instead of the head. The urge is to lead with a rational message that appeals to our minds. But when done well, heart always wins. The production values are high, the visuals feel very real and the music is haunting.

I initially felt that the 'call to action' could be stronger but I know there is a 30" and and 10 second one to follow the initial burst. It is always a balancing act to engage the viewer in your story and still hit them over the head with a request for cash.

I hope the campaign works. They need the money to keep their children services going. I was invited to one of their centres a few months ago and was humbled by the work they do. Visit barnardos.ie to donate a few quid if you can.