Designing a banner campaign

Use a common theme, or not?

[MatthewHSE]

Hi, I tried looking for a forum under the "Marketing World," but everything there seemed to be SEO related . . .

We're starting a banner campaign on a well-visited website. You know, get four different banner sizes and up to however many clicks or impressions. The campaign is following the usual procedure in which our four banners are tossed in the rotation with all the other banners. The problem is, we've never done any marketing like this, and we aren't sure if all four of our banner sizes should use the same common theme. (Same color scheme, approximately the same text, same main graphic, etc.) Or, might it be better to use several different "themes"?

Any advice will be appreciated, along with reasons. We've been involved in print marketing before, but somehow banner advertising seems different.

Thanks,

Matthew

[Leosghost]

An immediate thought ..you get far more flexibility via "anigifs" than in print media so you can try virtually all your layout or color or logo ideas out ( on the same "banner" and see which bring in the best results....The only thing for sure is avoid green this is just as true on the web as in print media...
I hate having to say that ..being from the Emerald Isle ....and now living in "Green" Brittany...but for western cultures at least it still holds ....