Banner advertising offers a highly measurable, targeted means of generating exposure for your brand or product. As the essence of online advertising, banner advertising continues to be one of the most popular and measurable Internet marketing tools available.
Think of online banners as the digital version of traditional print adverts – but with the added advantage of initiating an immediate action from your target market. Whereas print ads have to work hard to convince an audience to pick up a phone or visit a branch, meaning time and energy expenditure, banner ads require nothing more than a split-second click of the mouse. This ease of accessibility spurs web users into action, making it as easy for them to enquire about your product as it is to check their mail or scan the latest news headlines.
How does a banner ad work?
Banner ads are horizontal or vertical rectangles which contain graphics and text. When clicked upon, a website will display the particular page represented by the banner advert – in other words, the banner advert is linked to the advertiser’s site.
For example, clicking on a banner that is advertising furniture may transport the user to the furniture company’s website. Hence, a traditional print advert and the shop it represents can be compared to a banner advertisement and the specific website it is advertising. However, in the case of the latter, access to information is not only easy, but instantaneous, and thus far more effective in connecting people to products and generating successful business leads.
Banner adverts also have a far greater impact than traditional print ads. Whilst a print ad may be published on a single page in a magazine or newspaper (and hence remains in one spot), an online banner advert is exceptionally versatile. It is able to change appearance, represent several web pages and include animation. This dynamism is responsible for initiating an immediate response from web users, by grabbing their attention, piquing their interest and sending them directly to the advertiser’s website.
Websites hosting banner advertisements generate an income from displaying these banners on their sites – just like newspapers and magazines generate an income from publishing adverts on their pages. And, as with traditional adverts, advertisers’ return on investment is proportional to the success of the campaign.
Is banner advertising effective in boosting ROI?
Targeted, well-executed banner advertising is considered one of the most effective online marketing platforms available. Its immense scope makes it a powerful means of promoting your product, and a successful campaign will boost return on investment while enhancing the online visibility of your brand.
For your company, the leap from print or television to online is going to make all the difference between securing new business and losing out to more cutting-edge competitors. Hit the right LSM with a targeted banner advertising campaign from Purple Cow.