Google Media Lab, which is the in-house team responsible for planning, buying, and placing media for Google, found that cross-screen banner ads can drive brand lift. They looked at the results of U.S. campaigns for 2014 and saw that online banner ads, not video or more complex digital display formats, accounted for 82% of the unique reach of tier one campaigns (those with large investments). In the second half of 2014, the banner creative for Google’s Android Wear campaign increased brand recall and intent by 15.8% and 9.4%, respectively.
The success of online banner advertising campaigns depends primarily on creative quality. The best banner ads are eye-catching, timely, and personalized. The key to improving your banner ad success rate is the art of creative testing.