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Banner Advertising
Posted By: rain312* on 6/24/2004 8:42 AM (CST) 50 Points
How effective is banner advertising compared with other media?

Posted by: Jett* Accepted Answer
6/24/2004 8:46 AM (CST)
Not very.

Banner advertising, altough still widely used, are not near as effective as they used to be and/or other means.

Good Luck!
 
Posted by: aosterday* Member Response
6/24/2004 10:44 AM (CST)
Not so fast Jett. Although TV and radio have stronger reach, new technology has allowed banner ads to become extremely interactive, engaging, and persuading.

Don't get me wrong, most ads out there are crap. But if used effectively this medium can produce astounding ROI.

Anything you can do in a Web page, you can do now in a banner ad - Any combination of Interactive games, polls, surveys and other methods of collecting data; hundreds of K of streaming video; Flash animation, jpegs, gifs, java, etc. They can float across the screen, expand and collapse upon rollover, and many other actions.

Streamin gvideo is especially attractive. It holds attention like TV. You can serve ads while a movie is loading. You can show corporate video, music, 3-D animation.

Plus, it's cheaper than television or radio.
 
Posted by: amandavega Accepted Answer
6/24/2004 12:45 PM (CST)
I think it totally depends on the client industry and the goals of the advertising. Period.
 
Posted by: mjslaven* Accepted Answer
7/6/2004 10:12 AM (CST)
Its true that banners can be extremely eyecatching and generate interest, but what about the message that is sent out to potential customers. If a banner appears on the screen with flashing colours, entertaining animations and impressive graphics thats all good and well, but in my experience, this sort of thing indicates to the potential customer that the ad is for a mobile phone company, a credit card or some amazing offer of a free holiday, which turns out to be a complete con!

Im not saying that this is always the case, but i think because using banners is such a cheap method of promotion, it is used by many new companies that cant afford tv or radio advertising, and so it links the company with being cheap too.

Also, as jett says, its no where near as effective as it used to be due to the fact that it is so cheap and therefore so widely used. People are used to seeing banners on their screen and so its just routine, therefore they are often ignored.
 
Posted by: The Consultant ™* Accepted Answer
7/8/2004 7:27 AM (CST)
banners today are there on almost every website and unless they are particularly addressing a topic of the website visitor's interest, they wont be very effective. Hence, it is very essential to place a banner ad on a website which has a number f your exact target customers visiting it. This can be done either by posting a banner on a website which has a lot of visitors from across all target segments like HOtmail or on a website which may not have too many visitors but the ones who do visit are largely from your own target segement.
 
Posted by: sauk1* Accepted Answer
7/9/2004 4:01 AM (CST)
I would like to broaden the discussion, not talking about just banner ads but about Internet ads (the formats billboard, banner, button etc). They are very interesting in the media mix depending on your:
a) objective with the campaign,
b) budget

I don't know about the previous writers, but I have done several campaigns involving banners, billboards, rectangles (or whatever you like to call them) etc. and gotten extremely good results. You see, it's a matter of cost effectiveness, not how many you reach overall, how many clicks you get etc.

If your objective is to get people to your website to do something, I've always chosen a mix consisting of Internet ads and some other channels. I have, for example, done a good creative and gotten over 1 % clicking on the material. Of those people over 50% converted from website visitors to customers. Every converted person cost me USD 0.40, which is very good compared to other marketing channels' cost to produce customers (not just awareness).

Saying "banners aren't effective" is false. Then you haven't thought about the objectives and the cost effectiveness. If I had used the same money on print ads I would have gotten a small one time ad. A good reach, but I don't get the same traffic, at least not in my country (and we have a very high Internet penetration).

I agree with you all on the overall saying that banners aren't clicked on as they used to. But they are also priced in that way today, so you still get your moneys' worth. An average of 0.1% usually click when you do poor material.

And Internet ads are not associated with bogus travel contests and mobile phones. Some of the most well-known brands use them. It's rather HOW you use them that is key. Strangely enough tests show that people still actually click more on ads with offers, like contests etc. The bogus companies have found their niche...

A creative ad can do more than flashing colors etc. That isn't a good ad. As always a good creative ad saves you money. The money you spend on production you get back several times with a good performing ad. And I'm not employed by an ad agency! :-) Rather talking from experience...
 
Posted by: Val (Moderator)* Moderator Response
7/11/2004 5:00 PM (CST)
Hello all. I am closing this question. This is our standard procedure when the question asker gets busy and falls out of the conversation for a while - or isn't clear about the process for closing.

Thanks, so much, for participating!

Val (Moderator)

P.S. aoesterday, I missed your checkbox by mistake. So I'll add an equal number of points (10) to your balances. Sorry about that!
 


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