We all need a little spark of creativity sometimes, and there’s no shame in that. When questioned about the resemblance between The Strokes’ smash hit “Last Nite” and Tom Petty’s “American Girl,” Julian Casablancas, the band’s iconic frontman, simply stated: “Yeah, we ripped it off. Where have you been?”

Although this relaxed stance on plagiarism might be ingrained in the DNA of rock ‘n’ roll, we have to color inside the lines in the world of digital marketing. So, as you explore this collection of exceptional banner ad examples, please resist the urge to take the Casablancas approach. Drawing inspiration is one thing; outright theft is another.

Let’s be real: even if plagiarism were acceptable, this isn’t a banner ad you’d want to copy.

Each banner ad example is accompanied by a brief analysis of what makes it effective (in my humble opinion). You’ll notice recurring themes: the effectiveness of side-by-side comparisons, the emotional power of visuals, the importance of addressing skepticism, and so on.

Let’s dive in!

24 Banner Ads We Can All Learn From

1. Bridgewater State University

Let’s be honest: this ad’s click-through rate is probably quite low. People rarely interrupt reading a blog post to sign up for college courses. But that’s fine – BSU’s marketers aren’t after clicks; they’re aiming for (meaningful, lasting) impressions.

This is a prime example of banner ad copy that makes prospects think. Maybe it’s just me, but this ad always makes me wonder: What would it be like to push my boundaries? Suddenly, I’m picturing myself in a classroom. Even though I wouldn’t click on this ad, it’s undeniably memorable. Sometimes, that’s all that matters.

2. Liberty University

Here’s another higher education advertiser, but this one succeeds for completely different reasons. First, the image on the left is fantastic; it evokes a sense of belonging, of being part of something bigger than yourself. Never underestimate the impact of a simple visual.

Second, the copy tackles a common concern about online college: the perception that it lacks the benefits of a traditional university setting. By assuring potential students that they’ll enjoy the flexibility of online learning alongside the advantages of a physical campus, Liberty’s marketers effectively address some of the skepticism surrounding their offering.

3. AutoZone

Switching gears (pun intended) to a completely different industry, here’s a banner ad from AutoZone. Highlighting a specific pain point that your product or service alleviates is a powerful copywriting strategy. In this case, it’s the all-too-familiar experience of seeing your check engine light illuminate. Replicating this approach is a great way to capture your audience’s attention.

Bonus points to AutoZone for their use of geotargeting. By including the address and hours of a nearby store, they significantly increase the likelihood of conversion.

4. Capital One

You don’t need a design degree to see why this Capital One ad works: It’s designed to make 5X jump off the screen. Like the team at Bridgewater State, the creators of this winning ad understand that clicks aren’t everything. Even if you don’t click that “Learn More” button—kudos to them for using a low-pressure call to action, instead of something pushy like “Sign Up Today”—you’ll remember that Capital One offers a savings rate 5X higher than the national average.

Bonus points to Capital One for aligning their copy and imagery with basketball season.

5. Big Brothers Big Sisters

This banner ad from Big Brothers Big Sisters perfectly illustrates how using images can amplify the emotional impact of your marketing materials. It might seem obvious, but this ad works primarily because the images allow viewers to imagine themselves as mentors.

Moreover, their choice of call to action—“Start Something”—is brilliant. It empowers the viewer, doesn’t it? With just two words, the advertiser sends a powerful message: You have the ability to make a difference.

6. nCino

Those in competitive industries understand the importance of establishing brand authority. That’s precisely what nCino’s marketing team does with their headline: “The worldwide leader in cloud banking software.” It’s a bold statement—one that ensures the nCino brand sticks with you.

The CTA button is also perfectly positioned; it draws your eye as soon as you finish reading the headline. Plus, nCino’s marketers understand they’re dealing with a long sales cycle, hence the low-pressure CTA. They could have created a bit more contrast between the button and background colors, but we’ll let it slide.

7. Disney+

This Disney+ banner ad’s effectiveness boils down to one word: exclusivity. More than anything, it serves as a reminder that Disney+ offers content you can’t (legally) find anywhere else. Regardless of your product or service, exclusivity is a compelling selling point. If you offer something your competitors can’t match, shout it from the rooftops.

Bonus points to Disney+ for a spot-on CTA. Even if you don’t click that blue button, you’ll remember Disney+ has a free trial. Next time you’re craving an Iron Man marathon, you’ll know exactly where to go.

8. Amazon Web Services (AWS)

There’s nothing inherently wrong with using a statement to establish your authority. For example, if the AWS marketing team had simply written, “AWS is more reliable than any other major cloud provider,” I wouldn’t object. However, the cold, hard stats approach is infinitely more effective. Instead of simply asking us to trust them, AWS anchors their claim of industry leadership to a specific figure: 7X fewer downtime hours in 2018 than their closest competitor.

That, my friends, is effective copywriting.

9. DocuSign

Here, courtesy of DocuSign, we have our first example of the curiosity gap—using your copy to pique your audience’s interest. Once you read that headline, you’re left wondering: What are these six overlooked strategies for rapid growth? The only way to find out, of course, is to download the ebook.

DocuSign’s marketers clearly understand how display advertising fits into the marketing funnel. Since it’s unlikely someone will purchase your product solely from a banner ad, it’s wise to offer something small (like a free ebook).

10. Ridge

Some things never go out of style. Case in point: the side-by-side comparison. There’s a reason marketers have been using it for decades: It’s a simple, straightforward, and unmistakably clear way to showcase your product’s value. It takes a split second to grasp what Ridge is trying to tell us. Bulky, cumbersome wallets are a relic of the past; if you want to keep up, you need to upgrade to a slimmer, more modern design.

Ask yourself: Could I replace this text with a side-by-side image comparison? If the answer is yes, the image is often the way to go.

11. USA Today

The only native banner ad in this collection comes from the good folks at USA Today. The beauty of this ad lies in its sense of urgency. It’s always a good idea to let your audience know they have a limited time to take advantage of your current promotion.

As a bonus, “Go Ad-Free” is a fantastic CTA. Why? Because it tells USA Today readers exactly what they’ll get if they take advantage of this deal. Would the ad be as effective if the CTA was “Sign Me Up” instead of “Go Ad-Free”? Not a chance. For truly effective banner ad copy, focus on the outcome.

12. Allbirds

Repeat after me: Catchy copy and effective copy don’t have to be mutually exclusive. You can write copy that’s both memorable and communicates your product’s value.

This Allbirds ad is a perfect example. While “Slip ’em on, move along” is undeniably catchy and memorable, the copy is much smarter than it appears. How so? Because it subtly tells you exactly what makes Allbirds shoes a smart choice: They’re easy and comfortable to wear. While some footwear can be a hassle, Allbirds prioritizes convenience.

13. Staples

Sometimes, simple is best. While newer businesses might try the Allbirds approach and aim for memorability, established brands shouldn’t be afraid to be direct. Is this Staples ad the most exciting banner ad ever? Definitely not. But does it matter?

This ad serves one purpose: to remind shoppers that Staples is the go-to destination for saving money. And it accomplishes that goal flawlessly. The design is also impeccable. Notice how your eyes are naturally drawn to the “Shop Now” CTA? Definitely not accidental.

14. Apple

Much like Ridge, Apple opts for the reliable side-by-side approach, conveying a clear, impactful message: Our credit card has no fees. Every other credit card has tons of fees. This ad is particularly effective because, as we saw with the Liberty University example, it addresses a common pain point for credit card seekers (i.e., dealing with hidden fees).

Additionally, “Apply in minutes” is an excellent CTA. It not only encourages action but also communicates a secondary value proposition: Applying for our credit card is quick and painless. Don’t be afraid to accomplish two things at once with your CTA.

15. Microsoft

This Microsoft banner ad teaches a valuable lesson: You can write copy that puts your prospects in the driver’s seat. Let me explain.

No one would blink twice if this ad simply said, “Build and develop apps with Azure. Start your free trial today.” Bad copy? Not really. Generic copy? Absolutely. And if your banner ad doesn’t engage prospects meaningfully, what’s the point?

This ad excels because it flips the “Start your free trial today” cliché, making prospects feel empowered. Traditionally, free trials are restricted to a timeframe determined by the advertiser. Here, Microsoft reverses that expectation; the consumer decides when the free trial ends and the paid period begins.

It’s a small tweak with a significant impact.

16. Amazon

People don’t make purchasing decisions based solely on price; they often choose products or services aligned with their values.

Amazon’s marketers clearly understand this tendency. In a country where small businesses employ half the workforce, it’s no surprise that many are passionate about supporting them. In the US, it’s common to hear someone chose a product or service specifically because it was from a small business.

Advertising that small businesses sell on Amazon is a smart move—one everyone can learn from. If you can align your brand with a principle or movement your audience values, you’ll see impressive results.

17. Wikibuy

Speaking of Amazon, our next example comes from a company that makes online shopping more affordable: Wikibuy. As this side-by-side banner illustrates, Wikibuy offers a price comparison browser extension that scours stores for the best deals.

What’s unique about this side-by-side comparison is that it conveys Wikibuy’s value proposition through a specific, tangible product—an Xbox controller. If Wikibuy ran an ad simply stating, “We make online shopping cheaper,” it wouldn’t be as impactful. By anchoring their value proposition to a recognizable product, Wikibuy amplifies the ad’s effectiveness.

18. UMass Dartmouth

Wikibuy uses a specific product to resonate with its audience; similarly, UMass Dartmouth uses a specific person. This exemplifies how to leverage the satisfaction of your current customers (or students) to attract new ones.

Jill’s inclusion makes this banner ad effective because she allows UMass Dartmouth’s prospects to envision themselves as MBA students. Remember how I mentioned Bridgewater State’s ad made me consider what “going beyond” meant for me? This is the same concept. If you can encourage your audience to imagine themselves as your customer, you’re on the right track.

19. Hulu

No profound insights here; Hulu’s marketing team aims to create that sense of urgency we’ve discussed. They’re not reinventing the wheel, but they deserve credit. I appreciate the heading and subhead; emphasizing “Limited-Time Offer” and reinforcing it with the crossed-out price is a strong tactic.

Bonus points to Hulu for the perfectly placed CTA button. Always design your banner ads so that your viewers’ eyes are naturally guided to your CTAs. Hulu utilizes the F-pattern design here. It’s foolproof!

20. Invisalign

Here’s another example of the curiosity gap, courtesy of Invisalign. I have no clue what a smile assessment entails, but you can bet I’m curious to find out. Buzzfeed’s success proves people love free online quizzes. If you can create a quiz relevant to your product or service, go for it!

Banner ads are perfect for advertising quizzes: people who see banner ads are typically at the top of your marketing funnel. Therefore, very few are ready to spend money. A free online quiz is a fantastic way to nurture those new prospects further down the funnel.

21. Dyson

If the AWS and UMass Dartmouth ads had a baby, this Dyson ad would be it. Why say, “We make 5-star products” or “Our products will exceed your expectations” when you can use a customer testimonial to say both more organically and believably?

Taking it a step further—and why wouldn’t you?—combine the testimonial’s power with a visual of your product in action. While I appreciate this Dyson ad, it would be even better if we saw a customer using the product.

22. AAA

This is undoubtedly the best use of imagery in the entire collection. This picture of a woman inspecting her car’s engine instantly brings me back to every time I’ve been stranded on the side of the road. Those flashbacks trigger associated emotions: frustration, anger, anxiety, and so on. Such emotions are powerful motivators—which is why AAA leverages them to encourage sign-ups.

Consider the emotions you want to evoke in your audience. Then, determine how to accomplish that through simple, direct imagery. Thoughtful execution leads to winning banner ads.

23. One A Day

Here’s another example of a banner ad debunking a common myth. One A Day tackles the misconception that being health-conscious is complicated and time-consuming. As this ad effectively communicates, all it takes to improve your nutrition is a single daily supplement.

I also love this banner’s design; the bright colors project a positive light onto the message. Additionally, using “Save Now” instead of “Buy Now” cleverly incorporates another value proposition into the ad.

24. Liberty Mutual

Last but not least, we have this gem from Liberty Mutual. It’s no surprise that I love the copy (and value proposition): We’ll do the work while you save money.

What elevates this banner ad from good to great is the use of a specific number ($782). Once again, it’s about making your message resonate. If Liberty Mutual simply claimed, “You could save money,” it wouldn’t be impactful.

When people see $782, they immediately think of what they could do with those savings: rent, car payments, paying down debt, etc. In other words, the specific number makes this ad emotional—and, consequently, far more memorable.

If your banner ad’s core value proposition is savings, consider using a specific figure.

Let These Banner Ads Inspire Your Next Campaign!

As mentioned earlier, we all need creative inspiration from time to time. So, examine these excellent examples, brainstorm ideas, and start crafting your next campaign—complete with your own clickable banner ads!