How Banner advertising to promote your websiteJaanvi 02K Kamboj
November 28, 2008
Since 1994, when banner advertising first appeared on the internet,
there has been a considerable increase in its use in online marketing.
Anyone who is serious about online advertising should learn more about
using banner advertising as an integral part of their website marketing
plan.
A web banner advertising campaign will display an
advertisement thousands of times to targeted visitors of other websites
and is an effective form of website promotion. Banner advertising is a
great way to promote a website and is a form of advertising that
exposes an internet advertising banner in a prominent location on
relevant websites.
Web banner advertising is an excellent way
to promote brand awareness, increase visitor traffic and generate
sales. It is the equivalent of newspaper or magazine advertising in the
online world. Banners are often animated to capture the attention of
the visitor, and can display a variety of images and information
including a company logo. An internet advertising banner can be linked
to a specific page of a website that is relevant to the products or
services being advertised, this will enable a visitor to click through
to a web page and immediately view further information and purchase the
products or services.
The success of an internet advertising
banner depends on how effectively it is designed and the creativity
used in the banner. The objective is to create a design that grabs the
attention of visitors. This can be achieved by using a good combination
of colors, some form of animation and a catchy strap line. Animated
banners are a great way to catch the eye of potential customers. Flash
banners in particular can have very rich animated content with a very
small file size.
The success of the banner design can be
measured by the number of visitors that click through to the target web
page. Normally an internet advertising banner that offers some sort of
incentive to the visitor will achieve a higher click through rate.
Banner
sizes are measured in pixels, the most popular banner size is 468x60.
However there are many different sizes and shapes available and an
effective online banner advertising campaign should contain a mix of
these. Skyscrapers in particular can be very effective as they are
displayed down the side of a web page and therefore stay in view for
longer as the user scrolls down the page. An ideal mix of sizes for a
campaign would be as follows:
Banners (468x60) Leaderboards (728x90) Skyscrapers (120x600) Rectangles (300x250)
Costs
for banner advertising campaigns vary widely, according to the required
targeting options, the size of banners used and the volume of inventory
purchased. Web banner advertising campaigns can be purchased on either
a CPM basis (cost per thousand impressions) or on a CPC basis (cost per
click).
Purchasing a banner advertising campaign on a cost per
click basis is the most sensible option for a company that has no
previous experience of this type of advertising. This will enable a
fixed budget to be agreed for a guaranteed number of clicks and the
publishing network take the risk of displaying the banner (impressions)
as many times as required to ensure the agreed number of clicks are
achieved. However if a company has previous experience of this type of
advertising and has achieved a high click through rate for previous
campaigns, then it may be more cost effective to purchase the inventory
on a CPM basis.
Online banner advertising campaigns can be set
up to target specific countries, regions such as Europe or even
Worldwide. Demographic targeting options are also available to fit the
target audience for specific products or services. There are many
different publishing networks to choose from and each network offers
varying levels of geographic, demographic and behavioral targeting.
Web
banner advertising is highly measurable and reports can be generated to
track the number of impressions served, click through rates and sales
conversion rates. Reliable campaign statistics can provide a wide range
of information that can be used to improve the response rate for future
internet advertising banner campaigns.
As a form of website
promotion, online banner advertising is cost effective and compares
favorably with other forms of online advertising such as search engine
pay per click campaigns.
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