Banner Advertising: News of its demise is premature!
|by Deanna Mascle
You have seen them all over the
internet -- blinking, flashing, animated and garish.
You vow that you will not contribute to this
internet graffiti. You feel smug with your decision
because after all banner advertising is dead.
Wrong. Banner advertising is not dead -- and in fact
it is still an effective internet marketing tool.
However banner advertising has evolved -- or rather
I should say successful banner advertising has
evolved. Some of the horrible eye-damaging banner
ads still exist but successful, knowledgeable
internet entrepreneurs have long abandoned those
marketing efforts and instead concentrated on
targeted, tasteful, and trim banner ads.
Banner ads have a bad reputation in part because of
the proliferation of banner farms that killed all
the banner swap programs (or at least made them
completely ineffectual). Also we all have memories
of those hideous banners flashing across the top of
so many web sites.
Banners have come along way since then and a
cleverly designed banner can be a real asset to any
advertising campaign. Also don't forget that you
don't have to use one of those big giant banners
that span the width of the screen. You can use
smaller simple ads that can fit easily into the
sidebar or special box on a web site so they can
suit the design and work more effectively.
It is also important that you pay close attention to
what sites you will choose for displaying your
banner. IE. A site about web development for your
web hosting service ad or a site about parenting for
your ad promoting your potty training book.
Many text link and pay per click advertising vendors
also offer the option of banner ads. Similarly many
ezine and newsletter publishers sell space on their
And savvy internet marketers are taking them up on
these advertising opportunities.
WHY USE BANNER ADVERTISING?
Consumer research historically shows that most
people see an ad several times before they take
action. Banners allow you to display your ad over a
period of time, increasing the chances that a
prospect will see your ad and remember it.
Your banner ad can be targeted to specific audiences
and displayed on internet pages and sites matched to
that specific audience.
People seeing your advertisement can instantly click
through to your web site store to to learn more or
to make a purchase on the spot.
You can track your results and make adjustments to
your campaigns based on response. Analyzing your
results can help you fine-tune your banner, landing
page, or target audience to improve your response
Banner advertising is really a buyers market, as
there is always more banner spaces available than
advertisers need or want, which means you can find
many bargains available.
IMPORTANT POINTS TO CONSIDER WHEN PLANNING YOUR
BANNER AD CAMPAIGN
There are several aspects to consider when planning
out your banner advertising campaign.
The first consideration should be your ad graphic
itself. These are usually animated GIF images but
remember you want to attract customers -- not simply
attention -- and remember the overall tone of your
ad campaign when designing your graphic. Also keep
in mind that many sites limit the file size of the
graphic to somewhere between 12 and 16 KB.
Your banner can come in variety of sizes. The full
banner size is 468 x 60 pixels. Some other standard
banner sizes include:
Size (pixels). Type
468 x 60.....Full banner
234 x 60.....Half banner
392 x 72.....Full banner with vertical navigation
120 x 240....Vertical banner
125 x 125....Square button
120 x 90.....Button #1
120 x 60.....Button #2
88 x 31......Micro button
Your graphic will be hyper
linked to a target url of your choice so you may
want to spend some time planning how you will track
traffic and clicks. Some programs provide a tracking
and statistics service for you but most individual
sites can't offer that information.
When selecting where to display your banner ad the
first consideration should really be choosing a site
offering information that appeals to your target
audience. A high-traffic dating site isn't going to
be much good for advertising your maternity clothing
line, for example.
Then you should look at traffic. When looking at
site stats you want to make sure you focus on page
views or page impressions rather than hits (which
may count individually each graphic viewed).
Depending on your banner and market you may be
primarily concerned with unique page impressions.
Banner advertising is often sold by CPM (Cost Per
Thousand displays, the Roman numeral "M"
stands for one thousand). Many sites also offer a
fixed rate price for a set period of time.
Many marketers do not concern themselves as much
with click-through rates and instead see banner ads
as "branding" tools. They create brand
awareness and a brand image in the viewer's mind.
The hope is that when the viewer gets ready to make
a purchase then your "brand" pops into
their mind. Branding can also generate sales over
the long-term. Branding is difficult to measure, but
can be very powerful.
If you have a big advertising budget then you might
want to consider an ad agency or media buyer. They
can offer a lot of value for the dollar because they
have the experience, knowledge, and contacts to make
the most of your budget.
It is quite possible to be your own media buyer, if
you are willing and able to handle the increased
workload. The biggest difficulty is finding the
right sites on which to advertise your product or
service. Then after you find a site that might be a
good match you need to negotiate the best possible
deal. It is important you be as knowledgeable as
possible as it is a buyer's market and you don't
want to pay too much. Of course you also don't want
to alienate a web master whose site is a perfect
match for you.
You also have the option to buy banner space on many
search engines and directories. Often this option
allows you to display your ad only to a targeted
audience which can obviously increase your chances
for a successful campaign but it can be a pricey
Banner ad networks are another targeted option that
might be more affordable. Individual web site owners
contract with a single company to serve their banner
ads and handle ad sales for them. In turn, these
networks divide their sites into categories and
subcategories to allow advertisers to advertise on
particular sites within the network that are the
most highly targeted. They also offer very
sophisticated tracking tools that give you lots of
valuable information about who is visiting your
site, and what actions they are taking.
Some networks offer pay-per-click advertising which
only charges you when someone clicks on your banner
and comes to your site. However, this approach is
subject to fraud by unscrupulous site owners.
A pay-per-sale network, otherwise known as an
affiliate program, only charges the advertiser when
a purchase is actually made. The advertiser pays
both the affiliate and the network but only when
there is a sale. Of course the competition to
attract quality affiliates is high so while this can
be effective it shouldn't be the only method of
banner advertising you use.
And some final banner advertising tips:
* Keep your message brief, direct and simple.
* Attract more attention using words such as
"free" and "now".
* Put "click here" somewhere on the
* Create different versions of the banner.
* Animate your banner but only if it improves it.
* Keep the file size as small as possible.
the Author: Experienced webmaster Deanna Mascle
is glad to offer web
development expertise and Answers
About Internet Advertising, Answers
About Internet Marketing, and Answers
About Internet Promotion to help you.
MARKETING IS DECLINING!
its forecasted replacement...
HOT new product will walk you through the new world
of RSS marketing!
your copy today and get FREE
Master RESELL RIGHTS!
IP Broadcasting Software
your advertising message to millions of people
your advertisement geographically! Advertising
message on someone's screen, the second you send it!
Sign-Up for The Business
Junction Newsletter and Get "FREE" Newsletter Sign-Up Software, Specials Updates, Product
Updates and MUCH MORE!