Entrepreneur Plus - Short White
For Subscribers

Creating a Banner Ad Worth Clicking on Dispop sources click-worthy banner-ad proposals from a network of designers.

By Jason Ankeny

Opinions expressed by Entrepreneur contributors are their own.

Marketers across the U.S. will spend $42.3 billion on digital advertising this year, research firm eMarketer estimates, and digital display advertising will account for $17.6 billion of that. That's great news for Google, Yahoo and other digital ad giants, but for many marketers, it means throwing good money after bad: The national average for click-through rates remains a paltry 0.1 percent.

Appearance is everything when it comes to driving clicks, contends Ayal Ebert, CEO of New York City-based display advertising and retargeting platform Dispop. "Design is the most important factor," Ebert says. "You can have great targeting, optimization and tracking, but if your ad looks bad, you're not going to attract customers."

Every Dispop campaign sources more than a dozen banner-ad proposals from freelance designers across the globe, each based on the advertiser's initial creative brief. After the advertisers identify the three campaign approaches they like best, they initiate communication with the designers, suggesting revisions until the ads meet their requirements. Dispop then sends the completed banners directly to websites around the world (in-cluding Facebook), measuring impressions and clicks to determine which ad is most effective. As the results filter in, Dispop customers can shut down underperforming ads, paying only for the most successful campaign.

This is a subscriber-only article. Join Entrepreneur+ today for access

Editor's Pick

Related Topics

Business News

Taylor Swift Reportedly Pays All Restaurant-Goers' Checks to Clear Out Restaurant For Her and NFL Star Travis Kelce

The star was spotted at Arrowhead Stadium for the Kansas City Chiefs game Sunday night alongside Kelce's mother.

Business News

'Please Fix This': Elon Musk Frantically Emails Employees During Livestream Glitch

Musk attempted to livestream his visit to the U.S.-Mexico border.

Leadership

A Guide to Effective Crisis Leadership — Key Steps to Lead Your Team Through Turbulent Times

The essential strategies and skills required to be a successful crisis leader and guide your organization through difficult times.

Business News

Costco Isn't Facing Devastating Surges in Theft Like Target and Walmart — and the Reason Is Very Simple

The retailer's CFO revealed its strategy during a fourth-quarter-earnings call.

Money & Finance

Want to Become a Millionaire? Follow Warren Buffett's 4 Rules.

Too many entrepreneurs are counting too heavily on a company exit for their eventual 'win.' Do this instead.