Is Banner Advertising Effective?

Is Banner Advertising Effective? - banner advertising

The debate for banner ad effectiveness is a toss-up. There are those who say it is obsolete and others who are searching for new ways to design and place the ads in such a way to maintain their effectiveness.

Although there is a general decrease in the use of banner ads (Is Banner Advertising Dead?), there are some statistics that show that banner ads aren’t dead.

There was a study that found that users who ended up on a website redirected from a banner ad were 70% more likely to complete a desired action than those who visited the page via any other medium.

Another study showed that banner ads have a 33% higher response rate than billboards, which are mostly use to promote brand awareness and top of mind.

Banner ads today don’t have to be the tacky ads they once were, banner ads today are smarter than before and placed in more effective ways than they once were.

So, how can I make sure my banner is effective?

The good thing about banner ads, like online campaigning in general, is that click-through rates and responsiveness can be precisely measured and you can understand exactly what is working and what isn’t and how much. Here are three ways to make sure your banner ad is effective:

  1. Incorporate branded content: remember that users typically look at a brand for just a split second and it’s your job to pique their interest enough to keep looking. Make sure that with just one glance, they know who is advertising to them. Your brand or logo should be clear.
  2. Create an eye-catching ad: This is obvious for any ad in any medium, but with online banner ads you can use animation or large text and bright colors to draw user’s attention away from where they are looking. Remember though, that users are smarter now and don’t like to be bothered anymore, flashing ads and purposely distracting content is now more bothersome than it is eye-catching. Be concise with your design, make sure the words and images you use are well thought out. Provoke your consumer but don’t annoy them.
  3. Call to action: Give your user a next step. If you’re promoting a sale or a free trial, make it clear. “Start your free trial now” “30% Off Your Entire Purchase Now”, etc. A compelling message is an easy way to get your consumer to the next step.

Is Banner Advertising Dead?

Is Banner Advertising Dead - online advertising

This question has long been in debate. After an initial boom for banner ads in the late 90’s and early 2000’s there are plenty of statistics that prove that banner ads may not be relevant anymore…but is it true? Let’s present the arguments.

Why banner ads are a thing of the past:

  1. They are an annoyance: it is quite possible that if I were to ask you what comes to mind when you think of a banner ad, you may describe to me those glaring, flash rectangular ads at the top of a page that are distracting you from what you really want to see, the content you searched for. Many people have remained with the fixated idea that banner ads are a disturbance and therefore to be ignored entirely.
  2. Banner Blindness: Banner blindness is a phenomenon that refers to users conscious or unconscious pattern of ignoring web banners. Try to recall the last banner ad you saw, you may not be able to and it’s exactly because of this. Banner ads annoyed us so much we began to shut them out directly.
  3. Cellular Technology: Another argument for when banner advertising may be obsolete is cell phones. Banner blindness is particularly high on mobile phones and given that these ads live more naturally on the web

Why banner ads are still relevant:

  1. Easy to Measure Effectiveness: Banner ads are fundamentally easy to manage. It’s effectiveness can be easily measured via click-through rates that show what percentage of users are clicking through, therefore measuring what works and what doesn’t and making adjustments.
  2. Native Advertising: Banner advertising is still relevant because it’s evolving. Banner ad placement is now more subtle than it was before and can be found within the editorial content. This is exactly where your eyes are looking as you consume content. The company Infolinks has found that native banner ads are viewed 47% more quickly and 451% more people than banner ads.
  3. Graphic Content is King: In such an image-heavy digital world, viewers are still more attracted to a smartly designed graphic or video than to text only. 70% of internet consumers would rather learn about a company or a product through content rather than traditional advertising. This makes the previous point of native advertising especially attractive.

In conclusion, our opinion is that banner advertising isn’t dead. It is alive and well, and like any part of a rapidly changing digital market it, what it needs is to adapt and change in order to thrive.

The Benefits of Online Advertising

Benefits of Online Advertising

What are the benefits of online advertising?

If you or business have not considered creating an online campaign as part of your marketing strategy, consider the following benefits and discover why internet marketing is the leading medium for marketing globally.

  1. Low Cost: first and foremost, it is an extremely cost efficient way to get effective results. Every dollar, down to the penny, is strategically placed based on the audience and targets you have defined for your campaign. It is advertising with the lowest cost in comparison to television, radio, and newspaper today.
  2. Convenience: the internet has changed the game in terms of convenience for all industries. We all shop online, watch movies and tv shows online, even order food delivery. Marketing is no different, with a wide array of marketing services that help you to position your business and carry out your online campaign, creating one doesn’t have to take more than a weekend afternoon! (See: How your small business can take advantage of the demand side platform)
  3. Track Your Results: Another huge benefit of advertising online. Most services and software for online campaigning come with detailed measurement tools to help you track your results. See what is resonating with your target consumer and what isn’t. This allows you to see what strategies turn into conversions and adjust what isn’t working on a weekly and even daily basis!
  4. Regional Targeting: We all know that online advertising tools allow you to show your ad exactly who you want to. You can target by gender, age, household income, interest, employment, etc. But another useful resource is the ability to show your ad to a specific state, district, city or town! Perfect for small business owners who want to really hone in on their next door neighbors!
  5. All-day Strategy: Once you’ve set up your target, created your ad, and set up a budget the clock does not stop for your campaign. It will run around the clock regardless of hour or even time zone, so that whenever or wherever your target is logging onto the internet, there is a chance they will see your ad.