The Challenge: The goal of this 3 frame dynamic banner ad is to drive traffic to the ABCtoys.com website. Banner ads like this one must compete with a lot of outside stimuli from the originating website and adjacent advertising. Because there is no way of knowing when the prospect will see the frame, each one must stand alone without being redundant if viewed in sequence.

The Solution: The copy in each panel emphasizes the deeper benefit of playing with toys that goes beyond superficial observations. Playful images and bright colours help draw the prospects attention, while the copy in the final panel invites the prospect to imagine the grand possibilities of imaginative play with engaging toys.