Joeychgo
06-28-2005, 05:19 AM
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 found everywhere on the Internet. Do advertisers expect their exposure to increase recognition?
Or, do advertisers want their exposure to lead to a click-through? Unfortunately, research shows that too much banner advertising online is a turn-off for the Internet user who actually starts to gloss over banner advertising.
Still, Internet marketing services assert that banner advertising will work as long as its done right and placed in the right spots.
Banner advertising that does work has to be in the right place, at the right time where the Internet user is most receptive to that banner's message. It has to get right in front of the viewer's face and catch their attention in a positive and not annoying way. Some ways that advertisers are finding banner advertising useful is by employing animation. Animation can get attention, but keeps the viewers eyes moving and can just become an annoying distraction. Another way to use a banner effectively is to pose a useful question like if you do [such and such] then you get an additional [such and such]. Banners can also offer freebees. Everyone loves a freebie, without a catch.
For instance, offer a chance in a drawing or a free trial offer. Banners that position themselves to do more than inform create a desire that the viewer wants to act upon.
Some critics say banner advertising is nothing more than exposure and draws in site tourists better than ready customers who are leaning toward making a purchase. Is this really the attention that the banner advertiser was seeking?
Furthermore, today's Internet user is much savvier than the wave of Internet users in the '90s who didn't mind following a banner to new and exciting spots. Truth be told, today's users are more cautious and skeptical of so called "freebees" and other gimmicks.
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 does an advertiser consider effective when it comes to Internet advertising anyway? Is the ad effective if people click on the banner or effective if sales increase as direct result of the banner ad? The measure of its effectiveness is sort of hit and miss. Much the effectiveness depends on the banner's total campaign and goals of the advertiser.
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 found everywhere on the Internet. Do advertisers expect their exposure to increase recognition?
Or, do advertisers want their exposure to lead to a click-through? Unfortunately, research shows that too much banner advertising online is a turn-off for the Internet user who actually starts to gloss over banner advertising.
Still, Internet marketing services assert that banner advertising will work as long as its done right and placed in the right spots.
Banner advertising that does work has to be in the right place, at the right time where the Internet user is most receptive to that banner's message. It has to get right in front of the viewer's face and catch their attention in a positive and not annoying way. Some ways that advertisers are finding banner advertising useful is by employing animation. Animation can get attention, but keeps the viewers eyes moving and can just become an annoying distraction. Another way to use a banner effectively is to pose a useful question like if you do [such and such] then you get an additional [such and such]. Banners can also offer freebees. Everyone loves a freebie, without a catch.
For instance, offer a chance in a drawing or a free trial offer. Banners that position themselves to do more than inform create a desire that the viewer wants to act upon.
Some critics say banner advertising is nothing more than exposure and draws in site tourists better than ready customers who are leaning toward making a purchase. Is this really the attention that the banner advertiser was seeking?
Furthermore, today's Internet user is much savvier than the wave of Internet users in the '90s who didn't mind following a banner to new and exciting spots. Truth be told, today's users are more cautious and skeptical of so called "freebees" and other gimmicks.
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 does an advertiser consider effective when it comes to Internet advertising anyway? Is the ad effective if people click on the banner or effective if sales increase as direct result of the banner ad? The measure of its effectiveness is sort of hit and miss. Much the effectiveness depends on the banner's total campaign and goals of the advertiser.
