Banner Advertising News Of Its Demise Is Premature

Banner Advertising News Of Its Demise Is Premature

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, knowledgable 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 sites.

And savvy internet marketers are taking them up on these advertising opportunities.


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 finetune your banner, landing page, or​ target audience to​ improve your response and​ sales.

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.


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:

468 x 60.....Full banner
234 x 60.....Half banner
392 x 72.....Full banner with vertical navigation bar
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 hyperlinked 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 option.

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​ banner.
* Create different versions of​ the​ banner.
* Animate your banner but only if​ it​ improves it.
* Keep the​ file size as​ small as​ possible.

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