If you want your online ad campaign to be effective, you require very attractive, appropriate and attention-grabbing banner designs. A professional web banner designer is capable of designing such banners using tools like Photoshop or Paintshop Pro and he/she will spice things up with the help of animated gifs and also rich media like Java, Shockwave and HTML banners. But before using tools to design your banner you have to make it clear what you expect the banner to achieve. For many advertisers the web banners’ one and the only function is to prompt the browsers to click on it. However, the banner has another important function too, generating brand awareness among the viewers.

A banner designer can create an ad banner in the form of a graphic image, a snippet of HTML or a file using an interactive technology like Java, Shockwave or Flash. Web banners created with the sole purpose of generating click-throughs is not correct, is short-sighted, it may result in counter-productivity. Any banner designer can very easily create a banner that promises some incentive and naturally it may get some click-throughs as well. However, only if you give away the promised incentive, this is going to make any business. Hence it is not sufficient to produce a banner ad that prompts people to click; instead, a banner that attracts the right kind of people who are really interested in your product/service (targeted audience) and click your banner is required.

Media buyers will not admit that web banners have got another important function other than creating click-throughs. Building brand awareness is also as significant as prompting click-throughs. To achieve this purpose the designer will include your company’s brand name and logo in your banner ad. Even though the surfer do not click on the banner, if he/she sees it enough times, your company’s name and logo will be drilled into his/her head. At some time later, while in the midst of shopping he/she will suddenly think about you, especially your brand name and logo. Now your banner is a winner. A banner designer creates a banner to build awareness in a different way than designing for highest click-throughs. A branding banner gives much importance to brand name and logo whereas a click-me banner entices people to click and find out the details about what is sold. Several excellent banners, however contains elements of both approaches.