Many believe that banner ads are on the way out. Some say they were a popular online advertising trick back in the late 1990s before the dot-com bust, but now in the world of Web 2.0, banner ads are going extinct. What’s the reality?
Banner ads are alive and well. From mom-and-pop online shops to Fortune 500 companies, banner ads are used extensively to convey branding messages to new customers. While the current growing online advertising fad is pay per click text-only ads, banner ads are still prominent in all areas of websites. Just look on the front page of Yahoo! or MSN.com, and you’ll notice paid banner advertisements on the right side. Go to any popular blog sites such as Dooce.com or PerezHilton.com, and you’ll also notice banner ads galore.
Indeed, it is certainly worthwhile to formulate or continue a banner ad strategy. However, how do you assure that your banner ads are working optimally and to the most advantage? Here are some tips:
-
Use Animation – Animated banners attract more attention and have a greater chance of a click through. Whether you use GIF or Flash design, be sure your animation is limited and not looped continuously. 4 or 5 loops are recommended.
-
Update Frequently – A banner ad is just like another piece of old furniture in the corner after a few weeks. Be sure you change out your banner ads on a timely basis to keep them fresh.
-
Utilize Banner Software – You don’t have to be a Flash programming wiz to create a great banner. Use available software programs to help you create the best ad for a very reasonable user fee.
-
Link to a Landing Page – Rather than linking to your general home page on your business website, create a specific landing page that gives the user an easy way to close on your offer.
-
Use Bright Colors – Use reds, yellows, oranges, and other bright colors to make your banner stand out.
-
Offer a Freebie – A simple “Click Here to Receive Your Free (blank)” is a great way to entice readers to click through. It could be a free product, a free e-book download, or simply a free coupon.
-
Call to Action – Always provide a call to action prompt in your banner ads. Whether it is simply “Click Here,” “Order Now,” or just “Click,” this gives readers a clear message on what they should do next.
Banner ads were indeed introduced in the 1990s, but with a few updates, you can ensure they remain relevant, modern pieces of marketing material.
