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The Appeal of Banner Advertising
by Riki Trafford
http://www.1dmom.com
Do you expect your same banner ad used in print and on TV to
draw the same attention online? Some say banner campaigns
online don't work as well online as they do in other media.
Maybe this due to the Internet user's navigating power.
Simply put, Internet users have the power to use search
engines to get where they want to go rather than relying on
advertisements for direction. As result, banner advertising
online has evolved beyond an informational marketing tool
into a motivator that calls the Internet user to action.
Banners are right in people's faces everywhere on the
Internet. Do these advertisers really think that so much
exposure is eventually going to lead to product recognition
or move someone to finally click on that banner? Odds are
most Internet users are totally blocking out that banner and
ignoring it as just static behind the scenes. Still, many
Internet Marketing sources feel banners can be effective
advertising tools if used correctly and in the right place.
Banner advertising campaigns will work, if done carefully so
the Internet user is receptive to your banner's message.
The banner must be positioned so the viewer's attention is
captured in a positively manner rather than in an annoying
fashion. Some advertisers consider animation as a useful
attention grabber rather than an annoying distraction.
Also, some advertisers include special advice such as "Do
[this] and you get rid of [that]!" Another banner ploy is
to offer freebies. If the freebie has no catch, viewers are
more likely to click-through. As long as a banner does more
than inform and asks for a certain action, then viewers feel
motivated to click-through.
Is banner advertising nothing more than excessive exposure
that draws in more traffic than valuable customers? Banner
advertising must be created to target the right audience and
motivate a click-through and purchases. Today's Internet
user is much savvier than the first time users in the 1990s
who didn't think twice about a click-through to a new
location. Instead, today's user are much more
discriminatory about their selections and highly suspicious
of gimmicks like freebies.
Another reason banners fall short of their expectations is
more Internet users are ignoring or blocking banners to
avoid the risk of identity theft, ad ware, spy ware, and
other goodies that often lurk behind the attractive banner.
This skepticism is causing many website creators to find
more creative ways to get across messages about their
location than through banners that are perceived as
destructive or invasive to one's computer.
According to some studies, a website has 8 seconds or less
to seize a visitor's attention before he either decides to
stick around or leave. If a banner slows down the loading
time, many website owners will opt out on certain banners
rather than risk loosing buying customers.
Some web sites rely on banner ads for an extra source of
income, especially if visitors follow the banner to its
destination. However, the web site itself also wants to
maintain its visitors and customers who don't want to be
bugged by advertising and slow downloading times. Sometimes
simpler banners are more effective than complicated flashy
banners.
What's the appeal in an advertising campaign that uses
online banners? What makes a banner effective - savvy
navigators or the banner itself? The answer lies in the
banner's planning. However, even the best laid out plans
can be hit and miss in a very wide spread medium.
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