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Banner Ads

Banner Ads. Ariane Datil. Types of banner ads. The Internet Advertising Bureau (IAB) specifies eight different banner sizes, according to pixel dimensions. These banners are more commonly referred to as Leader boards and skyscrapers. What makes banner ads effective?.

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Banner Ads

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  1. Banner Ads Ariane Datil

  2. Types of banner ads • The Internet Advertising Bureau (IAB) specifies eight different banner sizes, according to pixel dimensions. • These banners are more commonly referred to as • Leader boards and skyscrapers

  3. What makes banner ads effective? • Post banner ads on pages with related Web content -- the more related, the better. • Advertise a particular product or service in your banner, rather than your site generally. • If you do advertise a particular product or service, link the banner ad to that part of your Web site, rather than your home page. • Put banner ads at the top of the page, rather than farther down. • Use simple messages rather than complicated ones. Use animated ads rather than static ones. • Your graphic content should pique visitor curiosity, without being too obscure. • Keep banner ad size small. If the page takes too long to load, a lot of visitors will go on to another page.

  4. How banner ads are deemed successful • Clicks/Click-throughs • Impressions • Click-through rate (CTR) • http://pointroll.com/

  5. Size really does matter Style does too

  6. Make Rich Media Work For You • Branding • Use games, videos and polls for increased user interaction • Direct response • Data collection and sweepstakes • Consider fewer panels with concise content and clean calls to action • Use strong call to action • Keep banner and panel as one integrated piece • Add sound and video as well as Flash with player controls

  7. Are they spying on me? • Ever wonder why most of the banner ads you see are advertising things you generally like? • Answer: COOKIES • What are they? • Why are they so controversial?

  8. How Do Web Sites Use Cookies? • Sites can accurately determine how many people actually visit the site. • Sites can store user preferences so that the site can look different for each visitor (often referred to as customization). • E-commerce sites can implement things like shopping carts and "quick checkout" options.

  9. More on Targeting • Advanced banner ad management software allows advertisers to target banner ads based on certain parameters. Here are some common targeting features: • Page targeting • Day/time targeting • Keyword targeting • Registration-based targeting

  10. Effectiveness in Political campaigns • National strategists do not place much credence in Websites, believing that not enough undecided electors use them. • Although some consultants believe that banner ads will have more appeal once greater bandwidth allows digital video, overall they remain uninterested in the Internet due to the perceived lack of impact, exposure, or general effectiveness.

  11. Obama beats the stats • Understanding that click through rates are low, the Obama campaign runs banner ads on web sites all over the Internet promoting the email text message alerts. • No need to click through to the main page • The banner campaign directs supporters to send "GO" to OBAMA (62262) to sign up for messages.

  12. $ Spent on Banner Ads • Google: $2.08 million • Yahoo: $352,00 • Facebook: $47,000 • Janurary: $640,000 • Februrary: $1.18 million • March: $905,000 • April: $234,000

  13. Interesting comments from bloggers • My last piece of advice is this... In your interview process, ask your Communications Director to name his five favorite blogs. If they can't, ask them for a suggestion on how best to target communications to specific demographic segments using banner ads. If they can't answer either of those questions, don't hire them. They don't get what's going on in the world around them.

  14. More bloggers • Over at the Bivings Report, Todd Zeigler takes a look at Barack Obama's constantly redesigned web site and, though the campaign "has been aggressively rolling out new features on its website at an impressive clip," and think that they "are clearly doing a wonderful job online," he prefers the old site. "In the process of launching this stuff, they’ve turned their clean, nicely designed homepage into a canvas on which to cram as many banner ads as possible," Zeigler writes. I've noticed it too; despite the addition of rounded boxes (slamming home the Web 2.0-ness of it all), there's just too much going on, and when visiting the site it's hard to decide if I should check out the Iowa HQ, join Obama Mobile, read Charles Barkley's comments about Obama, or... you get the point. Check out Zeigler's post for before and after pics.

  15. Banners are taking over

  16. BANNER ADS DOMINATE ONLINE ADVERTISING FORMATS • http://ecommerce.hostip.info/pages/9/Advertising-Online-BANNER-ADS-DOMINATE-ONLINE-ADVERTISING-FORMATS.html • Who do you think has a better banner ad campaign? • http://www.johnmccain.com/ • http://www.barackobama.com/index.php

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