Tag Archive: internet

Display or Banner Internet Advertisements / Ads – Click Through Rates and More

The most popular format for Internet advertising is display or banner ads. These ads can be a variety of shapes and sizes. Before you create an advertisement be sure to check the specifications that the website or advertising service has for this type of advertisements. Banner advertisements can be static or interactive. Most people reading this have probably seen the banner ads on the social networking website, myspace, that have interactivity. They encourage increased click through rates by having an interactive game in the advertisement.

Generally, click through rates for this advertising format are very low (usually less than .03 percent). This means that most of the banner advertisements that a consumer is exposed to on a website get ignored and don’t get clicked. Even though most banner ads aren’t clicked by a consumer, there is still the benefit of enhancing brand awareness.

There are a variety of ways of getting you ad to get more attention and break through the clutter. Make sure you ads are in higher spots on the web page and that most of the ad shows above the bottom of the browser window. Try viewing the website in 800 x 600 resolution and find spots on the site that are good for advertising and above the bottom of the browser.

Make sure that your ads are well designed and that any photos in the advertisement aren’t pixelated. Nothing scare potential customers away more then having shoddy looking ads. Keep them clean and professional. Don’t try to cram to much into the ad. This is especially important with web advertisements because the image can never be as sharp as it is in print. Think of an advertising message and try to convey that with as little information as possible.

Research that has been done on click through rates reveals that brands that are familiar to a target market have a higher click through rate than other less familiar brands. The research has also shown that CTR (click through rates) for familiar brands decrease as the number of exposures (a.k.a., ad impressions) increases. The opposite is true about less known brands. Understanding this can help marketers plan the exposure rates for each advertisement campaign. This does not imply that well know brands don’t benefit from banner advertising. Even though consumers might not click on the ads, it can create top of mind awareness of the brand.

Make sure if you are picking your own websites to advertise on that you pick websites that aren’t overly cluttered with advertisements. Choose a website that has relatively few advertisements. Even if they are more expensive, they are still better. Some website have some many advertisements that a consumer starts to ignore all the advertisements.

Change the size and shapes of you advertisements. Don’t use the same format for all your advertisements. Research has shown that large ads are considerably more effective than the traditional full banner (468px by 60px) ad size. Try some of these other sizes that have been created as standardized sizes by the Internet Advertising Bureau: Skyscraper (120×600), Wide Skyscraper (160×600), Rectangle (180×150), Medium Rectangle (300×250), Large Rectangle (336×280), Vertical Rectangle (240×400), and the Square Pop-Up (250×250).

Below is a List of My Most Read Entries
Search Engine Optimization
Presentation Skills & Public Speaking Presentation Tips & Ideas
Sample Marketing Plan IMC Integrated Marketing Communications
72 Examples of Best Print Advertisements
Business Letter Format/ Formal Letter Writing

Key Internet Features / Individualization and Interactivity

This is an excerpt from the book Advertising and Promotion by Terence A. Shimp. If you want to have a thorough understanding of advertising and promotion you should get the book.

“Individualization and interactivity are key features of the Internet and of advertising in that medium. Individualization refers to the fact that the Internet user has control over the flow of information. This feature leads, in turn, to the ability to target advertisments and promotions that are relevant to the consumer. Interactivity, which is intertwined with individualization, allows for users to selest the information they percieve as relevant and for brand managers to build relationships with customers via two way communication. We now elaborate on the importance of the Internet’s interactivity feature.

Traditional advertising media vary in the degree to which they are able to generate mental activity from consumers. Nonetheless, all these media engage the consumer in a relatively passive fashion: the consumer listens to or sees information about the advertised brand, but he or she has limited control over the amount or rate of information recieved. What you see (or hear) is what you get. There is action but no interaction. Whereas action involves a flow in one direction (from advertiser to consumer), interaction entails reciprocal behavior. This idea of reciprocity generally defines the nature of interactive media. Interactive advertising enables the user (who no longer is a “reciever” in the traditional, passive model of communications) to control the amount or rate of information that he or she wishes to acquire from a commercial message. The user can choose to devote one second or 15 minutes to a message. He or she is, for all intents and purposes, involved in a conversation with the commercial message at a subvocal level. A request for additional information occurs with the push of a button, the touch of a screen, or the click of a mouse. In all instances, the user and source of commercial information are engaged in a give and take exchange of information – communications intercourse rather than mere transmission and reception. By analogy, a North American football quarterback throws the ball, and the recievers attempt to catch it. Comparitively, in British rugby, players toss the ball back and forth as they advance downfeild – each player both passes and recieves; their relation is analogous to the give and take reciprocity that defines interactive advertising.

The Internet is undeniably a more interactive advertising medium than most. Nonetheless, it is important to note that the Internet as a medium for advertising is not homogenious; rather, there are a variety of different forms of online advertising. These range from e-mail and banner advertisements, which typically offer relativly little opportunity or desire for interaction, to ads encounted when one activly searches a product category or topic (referred to as search engine ads that appear as sponsored links when one conducts, say, a Google search), which generate more interaction.”

I thought the author did a good job talking about it, so I decided I’d just quote him. Get the book.

Below is a List of My Most Read Entries
Search Engine Optimization
Presentation Skills & Public Speaking Presentation Tips & Ideas
Sample Marketing Plan IMC Integrated Marketing Communications
72 Examples of Best Print Advertisements
Business Letter Format/ Formal Letter Writing