Website design

Banner formats seem to go in and out of fashion as quickly as celebrity haircuts. We've come a long way since the 468x60 banner pioneered online advertising, and much about banners has changed...

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If last week's post This tweet is brought to you by... about sponsored tweets piqued your interest you'll surely be eager to hear what else Twitter has to offer digital marketers in Canada. Each passing month finds new opportunities cropping up for us as the service makes more of an effort to cater to its northern contingent.


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This week I'm going to discuss further the importance of using colour when designing your website. There's much to think about when building or redesigning a site, both in terms of standing out from the crowd and creating a relevant and consistent online image for your brand.

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There's so much to consider when building or redesigning a Web site. Your site is your brand's best suit or new dress – a visual representation of who you are and what you're all about. But it's also your elevator pitch, and your first opportunity to make an impact with your target consumer.

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Where, oh where, should your banners go?

You're bound to ask yourself this at the onset of every new campaign. The goal, of course, is to find that spot on the site page most likely to grab the user's attention. The rule used to be that "above the fold" and "top of page" are best. Is it relevant still?

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What makes a good product site – one that you'd like to emulate for your own brand, that stays with you even when you've shed your marketer's hat and donned your consumer one? Is it a beautiful design? Flawless functionality? Or is it the experience?

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Rich media campaigns boost intent to recommend

Display campaigns may not often get credited with the last click before a conversion, but their value as a branding tool continues to be borne out. Research from audience data intelligence firm Lotame indicates a significant lift in intent to recommend a product among internet users who have seen a display ad.


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In my post last week I looked at some ways advertisers can use digital media to reinforce the "character" of their brands. We're seeing sites offer to change their background, reskin their masthead, even temporarily modify the design of their home page for the benefit of clients.

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New research from Newspapers Canada shows what many marketers have known for years: newspapers, whether in print or online, play a huge part in the automotive research process. Over 70 per cent of survey respondents said that newspapers drove their visit to an automotive dealership.


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When they designed and developed their sites, it's unlikely that publishers paid much attention to the background. They chose the colour or the pattern but that's about it, because let's face it: the site page background didn't do much to excite visitors – or, for that matter, investors.

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On October 28, Danielle Boudreau, the editor of GlobeDrive.com, proudly stepped up to accept the Best Website honour...


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A weekly compendium of interesting items from the world of media, marketing and advertising.


The Globe and Mail, Feb. 12, 2010
Globe reporter Wallace Immen takes readers through a step-by-step approach to getting a career back on track after a major derailment. Here, he consults the experts and reports on lessons to be learned from Mr. Giambrone's experience.

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