Banner advertisements have proven to be one of the most common and effective ways to advertise your product or service on the web, and has many different ways of measuring its success. While one can measure the success of their banner ad by CPC or CTR, the only factor that makes your advertisement a success is its relevancy to its target market. We can’t separate the basic concepts of the marketing mix from traditional forms of marketing and today’s ever evolving web advertising. For successful targeting we need to make these concepts applicable to developing an online marketing strategy. Place being an essential factor to consider in developing a banner advertisement for your organization, where an ad that is incorrectly positioned will not only fail, but could potentially be of great annoyance to your site visitors. It is essential to monitor the content of the ads that are displayed on your site, as well as correctly position the ads that your organization may post on affiliated sites. A well structured internet ad campaign can not only generate revenue for your organization, but also promote your social responsibility.
While online bloger Seth Godin will go on the record stating that he thinks that the majority of banner advertisements are a waste of money, in one of his blogs he posts some interesting observations on the relation between banner ads and the success of an organizations contextual ad campaigns. It has been observed that there is a 249% increase in the number of clicks on an organization’s contextual ads after site viewers have come in contact with a banner advertisement from that organization. This demonstrating that while click throughs may not be the most effective way of monitoring your ad success, with appropriate positioning a site visitor of an affiliated site can go from just that to your future consumer.
Banner Ads are intended to increase product awareness and create a positive brand image for your organization. Banner ads can be both textual and animated, but it is essentially their visual appeal that makes them memorable in the minds of consumers. If able to directly position your advertisement and develop one that produces positive reinforcement for your product or service with consumers, your organization can see an increase in its sales and/or effectiveness with other forms of advertising as demonstrated above.
