BANNER ADS’ SUCCESS AS A MARKETING TOOL
There could be an interesting debate on the topic, “Which media draw more attention using the same type of ad banner designs, print media like newspapers, magazines etc and electronic media like TV or the network? According to certain people banner ads perform better in other media than the online campaigns. This might be due to the Internet browsers’ navigating power. To put it in this way, Internet users can use search engines to navigate to their destinations rather than depending on advertisements for direction. The result is, online banner ads, instead of becoming an informational marketing tool, have evolved into a motivation that invites action from Internet user.
People can see banner ads everywhere on the Internet. Do the advertisers actually expect that such an over exposure can lead to product recognition or make someone to click on that banner eventually? But in reality majority of the surfers totally ignore that banner and consider it only as static behind the scenes. Yet, several online marketing sources believe that ad banners, if used properly and in the right position, can be very successful advertising tools. If the banner is displayed carefully, a surfer is most receptive to the banner and the message it conveys. The banner, placed at the right place, can receive the attention of the visitor in a positive manner, not in an irritating way.
Animation, freebies and specific call-to-action offers can be included as attention grabbers. Animation works well when it is not a boring distraction. Advices, such as, “If you do this, you will become alright”, can be ideal call-to-action offers. Freebies are attractive when there is no catch involved or when they are not too good to be true. When a banner contains more information the visitor is more likely to make the click-theoughs and do the action requested.
Actually the banners should be made to attract only the target audience that is willing to perform click-through and a purchase. The 1990’s users had no hesitation in following a banner to a new website whereas the present viewers are more cautious about the banner’s gimmicks such as freebies. Another reason that makes the users away from the banners is the risk of identity theft, spy ware, ad ware and other similar things hidden behind the attractive banners. This fear causes several website creators look for other safer ways to reach their target audience.
Some studies show that a website should catch the attention of the viewer within 8 seconds. If a banner is slow in loading many website owners will reject that banner rather than the risk of losing buying customers. Some websites consider banner ads as an extra source of income, especially if the viewers click the banner to its website. But the website has to keep its own visitors and customers from getting annoyed by advertisements and slow downloading times. Sometimes simple banners without complicated flashy items are found more effective.
So how does the advertiser measure the effectiveness of banner ads, is it the rate of click-throughs or the increase in sales? It is a sort of hit and miss; the effectiveness mostly relies on the ad banner’s total campaign and the aims of the campaigner.
People can see banner ads everywhere on the Internet. Do the advertisers actually expect that such an over exposure can lead to product recognition or make someone to click on that banner eventually? But in reality majority of the surfers totally ignore that banner and consider it only as static behind the scenes. Yet, several online marketing sources believe that ad banners, if used properly and in the right position, can be very successful advertising tools. If the banner is displayed carefully, a surfer is most receptive to the banner and the message it conveys. The banner, placed at the right place, can receive the attention of the visitor in a positive manner, not in an irritating way.
Animation, freebies and specific call-to-action offers can be included as attention grabbers. Animation works well when it is not a boring distraction. Advices, such as, “If you do this, you will become alright”, can be ideal call-to-action offers. Freebies are attractive when there is no catch involved or when they are not too good to be true. When a banner contains more information the visitor is more likely to make the click-theoughs and do the action requested.
Actually the banners should be made to attract only the target audience that is willing to perform click-through and a purchase. The 1990’s users had no hesitation in following a banner to a new website whereas the present viewers are more cautious about the banner’s gimmicks such as freebies. Another reason that makes the users away from the banners is the risk of identity theft, spy ware, ad ware and other similar things hidden behind the attractive banners. This fear causes several website creators look for other safer ways to reach their target audience.
Some studies show that a website should catch the attention of the viewer within 8 seconds. If a banner is slow in loading many website owners will reject that banner rather than the risk of losing buying customers. Some websites consider banner ads as an extra source of income, especially if the viewers click the banner to its website. But the website has to keep its own visitors and customers from getting annoyed by advertisements and slow downloading times. Sometimes simple banners without complicated flashy items are found more effective.
So how does the advertiser measure the effectiveness of banner ads, is it the rate of click-throughs or the increase in sales? It is a sort of hit and miss; the effectiveness mostly relies on the ad banner’s total campaign and the aims of the campaigner.