Transcript Banner Advertising

Banner Ads
Ariane Datil
Types of banner ads
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The Internet Advertising
Bureau (IAB) specifies
eight different banner
sizes, according to pixel
dimensions.
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These banners are more
commonly referred to as
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Leader boards and
skyscrapers
What makes banner ads effective?
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Post banner ads on pages with related Web content -- the more
related, the better.
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Advertise a particular product or service in your banner, rather than
your site generally.
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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.
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Put banner ads at the top of the page, rather than farther down.
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Use simple messages rather than complicated ones. Use animated
ads rather than static ones.
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Your graphic content should pique visitor curiosity, without being too
obscure.
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Keep banner ad size small. If the page takes too long to load, a lot
of visitors will go on to another page.
How banner ads
are deemed successful
Clicks/Click-throughs
 Impressions
 Click-through rate (CTR)
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http://pointroll.com/
Size really does matter
Style does too
Make Rich Media Work For You
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Branding
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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
Are they spying on me?
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Ever wonder why most of the banner ads
you see are advertising things you
generally like?
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Answer: COOKIES
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What are they?
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Why are they so controversial?
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.
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More on Targeting
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Advanced banner ad management software
allows advertisers to target banner ads
based on certain parameters.
Here are some common targeting features:
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Page targeting
Day/time targeting
Keyword targeting
Registration-based targeting
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.
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December 2007 Ads by
John McCain 2008
Ad Copy
Call to Action
Ad Sizes
Number of
Impressions
"McCain"
"www.JohnMcCain.com"
120x90
Button
96,000
"One man has the experience One man has the
courage One man has our trust John McCain for
President."
"Join Our Team"
728x90
Leaderboard
76,000
"Three million of your tax dollars to study the
DNA of bears in Montana. I don't know if that's a
paternity issue or a criminal issue."
"Stop Pork Barrel Spending.
Sign the Petition."
728x90
Leaderboard
75,000
"Courageous Service Experienced Leadership
Bold Solutions, Watch Courageous Service
Video"
"Play Video"
728x90
Leaderboard
29,000
Source: Nielsen Online, AdRelevance, 2008
Obama beats the stats
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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.
$ Spent on Banner Ads
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Google: $2.08 million
Yahoo: $352,00
Facebook: $47,000
Janurary: $640,000
Februrary: $1.18
million
March: $905,000
April: $234,000
Interesting comments from bloggers
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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.
More bloggers
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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.
Banners are
taking over
BANNER ADS DOMINATE ONLINE
ADVERTISING FORMATS
http://ecommerce.hostip.info/pages/9/Adve
rtising-Online-BANNER-ADS-DOMINATEONLINE-ADVERTISING-FORMATS.html
 Who do you think has a better banner ad
campaign?
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http://www.johnmccain.com/
 http://www.barackobama.com/index.php
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