Home Builder ad shows well

DR Horton wants to sell more houses during a time when buyers are waiting and studying the choices. This skyscraper on the Jacksonville, Fl., newspaper website stands tall with simple design, powerful colors, simple message and smooth transition. DR Horton is the nation's number one builder for a reason.

Dillards goes simple with online banner message

Strategy and execution go hand in hand with this skyscraper (and leaderboard with similar message) that I discovered this week on the Denver Post website.

The tightly cropped photo of the young woman in spring colors accentuates the floral print dress. The message is aimed at Dillards shoppers with a call to action to click to "view our ads online." It's simple and straightforward.

Dillards customers are likely to click, but is the benefit strong enough to lure other shoppers?

Calgary Chevy ad hits the mark

High marks for this Chevy ad from Calgary (Canada) Herald. I like the layout, the use of color and the beach theme. Copy emphasizes high mpg plus strong incentives and price points too. Expect people to line up for Big Time Savings at GSL Chevy.

Banner ad for auto dealer makes you look

With online advertising as in print the key to maximum results is getting the target reader to stop and look at your ad. You have only a couple seconds to do that. This ad for Bill Heard Chevy that I found on the Tampa Tribune website certainly makes you stop and look. The layout is simple, the blue background is attractive, and the pretty smiling face is irresistible. When your eyes meet hers it's over. Now that she has your attention she asks: "Shopping for a new car?" If you're not, you'll probably note the ad was for Bill Heard Chevrolet and move on. But if you are shopping for a car, "First you'll need to know what your car is worth." About the time you're wondering what this is about the banner ad message transitions to a second slide that explains the offer "Instant Appraisal" with a strong call to action: "Click here to get yours!" This 300x250 links to an online form that asks for your name, number, email, make model, year of car and condition. Someone from Bill Heard Chevy will contact you with trade-in value. I'm sure that some readers will decide to participate but many others will hesitate to submit their contact info so early in the process. I'll bet the response will spike if the dealer changes the form to a Kelley Blue Book (or similar) calculator so the consumer can instantly get a ballpark trade-in value. At that point Bill Heard's internet sales pros can ask for contact info offering quick credit approval or some other internet special. That said, I expect good click thru rates for this online banner ad.