It is often assumed that ads featuring a photo of a person will always perform better than ads without a photo. Sometimes this is the case, but just as often, photos can backfire. The mere inclusion of a person's photo far from guarantees a high-performing ad. Haphazard inclusion of seemingly arbitrary photos will do nothing to explain your product and is another of the most common mistakes made in banner design. It is often assumed that, because you have such a brief window to secure attention, ads without photos will be overlooked, but a well-designed ad with a brightly colored background or simple artwork can also do the trick. In fact, bright colors and vibrant artwork are often more eye-catching than a photo.

However, when appropriate, photos can help the viewer to feel more of a connection to your product or the benefits it provides. This is best accomplished if you can show someone using your product or service. Given the limited space available within a banner, and depending on your product or service, this use case may not be a viable option. For example, at ReTargeter, there is not a good way to show our desired audience, marketers, using our online advertising products. You may also be able to use photos to express a benefit of your product or service, such as convenience or peace of mind. If you can effectively demonstrate your benefits using a photo, then it can be a highly effective tactic.

The bottom line: keep you banners simple, beautiful, and readable, don't include any elements that are not strictly necessary, and don't over-complicate your testing.