A current Bank of America Ad has a nice feature: an “Add It Up” tool that is a good example of how online display ads can interact across brands, promoting partnerships. But it could be so much better.

Before you take a look at the ad, highlighted on the Oz site “bannerblog”, some hints:

(1) Clicking on “Get Started” is required but you won’t leave the page – all activity happens within this web page.

(2) You need to click on the “tool” that flies across the screen and appears in the ad, then hover it over the GUESS banner ad at the top of the page.

(3) You then see the possible cash savings on the GUESS products through the Bank of America relationship within the “window”.

Click here to see the ad.

This is pretty smart. I love the idea and the tool. They could make it into a desktop app for use when you visit sites in the Bank of America scheme. Or even an augmented reality app on a mobile phone for in-store use.

However let’s not run before we can walk.

I’ve a big gripe. The fact that I had to provide the above hints is a real shame. They should have made the copy in the ad far more informative on what you are meant to do. Tell people where the GUESS ad is and what they’ll see. Tell people what “Get Started” will do. They will have lost clicks from people who don’t want to risk leaving the page, who didn’t know what to do with the device or where and what the GUESS ad is.

Bank of America, users are spending seconds looking at your ad. Don’t make them work so hard! Tweak the copy, make it obvious for the user and you’ll see your results improve.

Basic marketing principles never die no matter the medium.