10 Examples of Successful Banner Ads for Websites

10 Examples of Successful Banner Ads for Websites

Digital advertising has gone from a marketing experiment to a business necessity over the last decade. Over 5 billion people worldwide have access to the internet, making it an excellent place for advertising networks to run high-traffic marketing campaigns.

Banner advertising is on the leaderboard among the oldest, most effective forms of digital display advertising in practice today. But what exactly is it?

Standard banner advertising includes banners (i.e., large or medium rectangular display ads, video ads, or GIFs) placed along the top, bottom, or sidebars of a website or social media page.

What makes banner ads so effective? They take a familiar concept (rectangular ads that we often see in magazines and newspapers) and apply it to the more dynamic and engaging medium of online advertising.

Unlike large rectangle newspaper ads, a site can display these ads as a content carousel or with an embedded click-through link that leads the readers directly to the landing page. A good click-through rate suggests good ad placement and ad performance.

Do you want to use web banner ads? Here’s an easy-to-follow guide for creating your own templates.

But what about inspiration? Don’t worry, we have you covered. Here are our top 10 banner ad examples of the best, most innovative banner ads.

1. Disney+

2. Apple

3. McDonald's

4. Samsung

5. Microsoft

6. H&M

7. L’Oréal

8. PayPal

9. Mailchimp

10. Liberty Mutual

1. Disney+

Let’s look at the banner ad campaign for streaming platform Disney+’s blockbuster original series, The Mandalorian.” Here’s why these banner ads in various banner ad sizes work so well.

Disney

The first thing worth noticing is how most of the ads used different cropped or readjusted versions of the same image featuring the show’s titular character. This keeps each ad concise and to the point.

While banner ads allow you to occupy substantial space on web pages, it’s important to use this space well. Running banner ads with vague, symbolic imagery will only confuse potential customers about your product offering.

These Disney+ ads make excellent use of the fact that “The Mandalorian” belongs to a globally popular franchise with an already established fanbase. Strategically placing the Star Wars logo over the name of the show commands attention, ensures users know “The Mandalorian” is a Star Wars story, and increases brand awareness. Branding the ad in this way helps Disney capitalize on Star Wars’ huge fanbase and garner more attention and clicks.

Another visually evident feature of these ads is the call-to-action (CTA) that markets Disney+’s popular customer offering—its seven-day free trial. This encourages more users to give the platform a chance and try one of its subscription packages.

The CTA is further complemented with the text “Exclusive Original series,” which informs the users that they can only watch the show on Disney+.

2. Apple

Tech giant Apple is well known for its sleek, minimalist product design, which reflects in its ads. Let’s look at one of Apple’s generic banner advertisements.

Apple

Unlike Disney+, Apple chooses not to include CTAs or product descriptions in this advertisement. It uses this clever strategy to build on its sleek, minimalist product design. The strategy also helps the creative team ensure that this ad fully embodies Apple’s most imminent brand value: This is a premium product offering.

Keeping in line with its minimalist theme, the ad uses a simple background with a dark, muted color. It also chooses not to mention any specific product but Apple’s most successful, stand-out, and famous product line to date—the iPhone. This keeps the banner consistent with the company’s minimalist style while simultaneously capitalizing on the iPhone’s widespread popularity.

3. McDonald's

McDonald’s has a history of quirky ad campaigns. Here’s a banner ad showcasing one of its most popular offerings—french fries.

McDonald's

Most McDonald’s banner ads follow a consistent, well-known branding theme: the company’s signature red background. The ad also designates a dedicated section of the banner to the McDonald’s logo (the golden arches), another well-established branding practice.

As for the fries, the ad showcases them in an amusing way, keeping in line with McDonald’s quirky and relatable brand image. McDonald’s uses humor and pop culture references (through the toys the restaurant offers with its “Happy Meal”) to propagate the everyday, affordable brand image it has thrived on for decades.

4. Samsung

Like Apple, tech company Samsung also follows a sleek and modern branding style. Here, we’re analyzing a banner ad from the company showcasing a special product offering.

Samsung

While Samsung’s ad doesn’t entirely eliminate its key branding elements (its logo and the name of the product offering) like Apple's, it reduces their size to a minimum and places them in a small corner of the banner. The ad further uses a simplistic black font and minimalist CTA that says “Buy Now.”

Like Apple, Samsung uses minimalist design and the contrast of black over white to position itself as a premium consumer brand selling cutting-edge products.

This ad advertises a special product range offered by the brand—its “Certified Re-newed” range of refurbished mobile phones. The ad’s simple yet effective copy perfectly communicates trust and authenticity, which is important considering the pre-used product offerings. The copy also effectively doubles as a CTA showcasing an important feature—a one-year warranty.

5. Microsoft

Microsoft is an excellent example of how legacy companies and conglomerates in each sector market themselves without taking up overwhelming ad space. Let’s look at a series of Microsoft Azure skyscraper ads to analyze this.

Microsoft

Like other legacy tech companies on the list (Apple and Samsung), Microsoft keeps in line with the widely used tech brand values of being sleek and futuristic through its use of solid-colored backgrounds (predominantly black and white). The company further builds on this theme by using small but efficient CTA banners that prompt users to sign up for its service.

Being a legacy company, Microsoft understands that its well-renowned logo is one of its biggest advertising assets and juxtaposes it against plain, dark backgrounds. This makes the logo and its colors more eye-catching, helping them command attention and establish a sense of trust and familiarity among users.

Microsoft also uses a simple, straightforward copy that advertises the greatest advantage Microsoft offers its users: cutting-edge tech specs that put it among some of the world’s top tech businesses.

6. H&M

H&M is a high-fashion brand known for combining the two worlds of luxury design and off-the-rack clothing. Here’s how the company’s banner ads represent its brand values.

H&M

H&M’s unique design approach is imminent in its banner ads. This banner ad uses just two primary colors—red and white—to give the banner a more grounded, premium look. The banner also juxtaposes a mismatch of these color elements over its background to give the ad a unique, urban look.

H&M’s use of a tinted color block throughout a substantial part of the banner further builds on the ad’s urban, designer look, which perfectly represents the product offerings. These design elements successfully cater to the high-fashion aspect of the brand’s philosophy.

The generously sized CTA, on the other hand, appeals to the fast-fashion audience by promoting an attractive discount offer. Using familiar phrases like “Sale” and “X% off” aims to aptly represent the fast-fashion aspect of the brand. In this way, H&M’s unique banner ad offers a perfect blend of two core elements (often seen as polar opposites) of its brand philosophy.

7. L’Oréal

Legacy cosmetic and beauty brand L’Oréal’s ad campaigns make an excellent case study for marketers trying to figure out how to run demographic-specific ads. Here’s a look at a banner ad advertising its hair product line, casting crème gloss.

Loreal

L’Oréal’s fundamental design elements for this ad—color scheme and font style—are specially curated to appeal to its key demographic and target audience.

Using contrasting shades of pink with a muted white product logo helps the brand come off as more refined and feminine.

L’Oréal’s use of distinctive typeface further builds on the company’s sleek, women-centric brand image. As a legacy brand, L’Oréal doesn’t include any CTAs or product pricing information on its banner ad. The ad simply uses the famous L’Oréal logo to leverage goodwill and introduces the product line with a simple five-word copy.

8. PayPal

Payment processing company PayPal’s banner ad campaign is a great example of a simple yet quirky creative ad that aims to advertise a company or service rather than a specific offering. Let’s take a look.

Paypal

PayPal combines a light-hearted concept with Hot Dog! (a colloquial phrase made popular by Mickey Mouse!) and a simple banner design. Using color-blocked silhouettes instead of actual pictures or sketches gives the ad a clean and modern look.

The look is further complemented by simple copy aimed directly at PayPal’s primary customers (vendors) and a generic CTA (the “Learn More” button). Together, these elements declutter the ad and keep it sleek and concise.

9. Mailchimp

Email marketing company Mailchimp’s ads are a great example of a vibrant, creative ad that aptly markets an up-and-coming company. Here’s a banner ad to illustrate this.

Mailchimp

Mailchimp uses a single-colored banner background as an extension of its logo (which has an identical background). The banner’s vibrant yellow color gives the ad an urban look that’s perfect for a digital marketing company like Mailchimp.

The copy and CTA are straightforward and directed toward the users to keep in line with the creative’s minimalist yet vibrant design. The CTA is highlighted in a different color to attract more attention from businesses interested in getting more clicks from their email marketing campaigns.

10. Liberty Mutual

American insurance company, Liberty Mutual’s ads are an amazing example of how to keep things friendly for a relatively more rigid industry. Here’s why this ad stands out.

Liberty Mutual

This Liberty Mutual Insurance ad uses a dual color background and displays a clear value proposition to viewers. It clearly indicates that Liberty Mutual is willing to customize insurance products to help customers save $947.

It tries to bring lighter elements to an otherwise serious industry by displaying a man and an emu wearing sunglasses. Liberty has used the same two characters across many campaigns as that helps potential customers build familiarity and trust.

Final thoughts

While these case studies can help you better understand the craft of web banner design, it’s more art than science. Experimenting with different styles and elements can help you find a combination that perfectly encapsulates both your brand and your product offering, so you stand out from the competition.

Use Upwork to choose from hundreds of professional banner ad designers available for hire. Like all other professionals available on the platform, these designers are certified and trained graphic design professionals who can help you craft high-quality banner ads for your next marketing campaign. Browse through our extensive roster of banner ad designers today.

And if you’re an independent professional looking for design opportunities, consider finding jobs on Upwork. Many companies are seeking talent on our platform.

Upwork is not affiliated with and does not sponsor or endorse any of the tools or services discussed in this article. These tools and services are provided only as potential options, and each reader and company should take the time needed to adequately analyze and determine the tools or services that would best fit their specific needs and situation.

Heading

asdassdsad
Projects related to this article:
No items found.

Author Spotlight

10 Examples of Successful Banner Ads for Websites
The Upwork Team

Upwork is the world’s work marketplace that connects businesses with independent talent from across the globe. We serve everyone from one-person startups to large, Fortune 100 enterprises with a powerful, trust-driven platform that enables companies and talent to work together in new ways that unlock their potential.

Get This Article as a PDF

For easy printing, reading, and sharing.

Download PDF

Latest articles

X Icon
Hide