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Banner Ad Requirements and Recommendations

IHR customers can obtain a banner ad on any IHR infertility Web page. This page covers the following three topics:

A. Banner ad requirements
B. Banner ad recommendations
C. If you need to develop a banner ad image
D. Links to additional banner ad information

A. Banner Ad Requirements

1. Dimensions:
    
   1. The banner ad size must be a maximum of 430 pixels wide by 60 pixels high. (For an 800 by 600 pixel resolution screen, this is about 7 inches by 7/8 inch.)
       
   2. NOTE: Although the Internet Advertising Bureau (IAB) recommends a banner ad standard size of 468 x 60 pixels, IHR needs a slightly smaller banner ad width in order to fit into our web pages.
        
2. File size: image needs to be a maximum of about 12K, for faster download of IHR Web pages
    
3. Resolution: image must be optimized at 72 pixels per inch (which is the standard computer screen resolution)
    
4. Format: image must be either .jpg or .gif format
    
5. No dynamic/moving images: they're too distracting on IHR Web pages
      
6. No overly hyped text:  Do not use text that will make your ad appear overly hyped. So, don't use the following: explicit comparative superlatives about success rates, status, or services; words such as "the best" or "the only"; success rates.

B. Banner Ad Recommendations

You only have a split second or so to catch the viewers attention with your banner ad, everything about your banner ad should be done with need to capture the viewers attention easily and speedily. Although not required, IHR recommends the following to increase the effectiveness of your banner ads:

1. Use a small number of easy-to-read words: You can make the text easier to read by providing: a) large letters, b) few words (maximum of about 10 words)
    
2. Add the following types of words into your banner:
    
   • "Click here": Add words such as "click here," to clearly let the user know that it's a clickable banner ad.
   • main services: Add a few words of text into the banner ad, which describe your services. That way users will be more inclined to click on the ad, since they will know what they are clicking through to.
   • organization's name and logo: One of the main goals of a banner ad is for branding your organization. You would want to "brand" your organizations name and main services into the user's mind. This is a different function than clicking thru to your Web site. In fact, banner ads generate less click-thrus traffic than do IHR Description Listings. Consequently, you may want to clearly add your organizations name and logo into the banner.
   • short, pithy action-oriented statements: If you write a full sentence in your ad banner, then users will be forced to read the entire sentence in order to understand the meaning. This takes too long. Instead, create short statements that will hopefully capture their attention (as you might see in print ads), for example "national expert" or "Excellent success rates."
   • Attention grabber: Feel free to pose an attention getting question in the banner ad, but try to keep it relatively objective.
      
3. Create good contrast between the words and the background color: This will make the words easier to read.

Feel free to contact IHR if you have any questions.

C. If You Need to Develop a Banner Ad Image

If you need to develop a banner ad image, IHR would be happy to develop one for you.  Here are the steps:

1. Review other banner ads to help you define what you would like in yours.  IHR will be happy to discuss this with you.
    
2. Email the following to IHR:

• Your banner ad promotional text, using the above guidelines.

• A suggested design scheme which includes logo, colors, and fonts.  Ideally we would use the logo, color, and fonts on your Web site.

3. IHR will discuss your input with you and then make the banner ad.

The banner ad typically takes one to three hours to create, depending on whether you supply the images and words, or they are done by IHR. This time includes: discussion of your promotional text and design scheme, creation of the banner ad, and updates based on your feedback. IHR charges $95/hour for graphic artist time and $125/hour for Dr. Bernstein's time (for coordination and help with the promotional text).

D. Links to Additional Banner Ad Information

• Banner Ads: Seven Best Practices of Creating Effective Banner Ad Campaigns
• 10 tips for creating an effective banner ad campaign
• Banner Ad Branding - Dan Janal's Viewpoint

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