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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.
On the Internet, banners are everywhere. What makes
advertisers think tons of exposure will move someone to
click-through? Are advertisers hoping for product
recognition? Sadly, research shows Internet users start to
tune out banners and treat it like background noise.
However, Internet marketing services still claim banner
advertising can work if done right and in the right places.
An Internet user is most receptive to your banner and the
banner's message if it's presented carefully. Positioning
of the banner entails getting the viewer's attention in a
positive manner instead of in an annoying way. Useful
attention grabbers include animation, specific
call-to-action offers, and freebies. Animation works if it
isn't a bothersome distraction. Call-to-action offers
include advice like "If you do this, then you can get rid of
that!" Freebies work if no catch is involved or doesn't
sound too good to be true. When a banner offers more than
basic information, a viewer is more likely to click-through
and performs the requested action.
What does the exposure from banner advertising online
achieve? Does the banner draw in lots of traffic or
visitors willing to buy? The banner must attract the right
target audience that is receptive to performing a
click-through and then purchasing. Where the users of the
1990s didn't think twice about following a banner to a new
location, today's Internet user is more discriminatory and
suspicious of banner's so-called gimmicks such as 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.
Some experts claim that an advertiser has only 8 seconds or
less to grab a visitor's attention before they make up their
mind to stay or exit. Many website owners don't want their
downloading time slowed down by complicated banners. The
faster that a banner can download the more likely that a
website will carry your banner.
Since many banners mean extra income to many websites if
the visitor clicks-through, many website owners prefer to
use simpler banner ads to flashy, complicated ones and will
discontinue using certain banners if visitors find it
annoying.
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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