|
|
Banner ads - Do they increase website traffic? |
What are banner ads?
Banner ads are small graphic "billboards" commonly used for advertising on web pages and usually take the form of a rectangular graphical link, which is often animated.
For example:
When you click on banner ads you will always be taken to another website.
Advertisers normally place banner ads on high traffic web sites, to promote their products, services, causes, websites, etc.
Banner ads are a very popular type of Web advertising.
How effective are Banner Ads?
The effectiveness of banner ads depends on the design of the banner and where the banner is placed.
Generally banner ads are effective when:
- They are designed to look like they are part of the web page they are displayed on.
- They are placed at or near the top of the web page.
- They are placed on a web page that receives a lot of traffic.
- There is a compelling reason for the viewer to click it (i.e. it fulfills a basic need or desire).
- There is only one banner on the web page, and it looks like it belongs on the web page
What types of Banner Ads are there?
The Internet Advertising Bureau (IAB) specifies eight different banner sizes, according to pixel dimensions. A pixel is the smallest unit of color used to make up images on a computer or television screen.
The IAB's standard banner sizes are:
 |
 |
468 x 60 Pixels (Full Banner) |
 |
|
392 x 72 Pixels (Full Banner with Vertical Scroll Bar) |
 |
|
234 x 60 Pixels (Half Banner) |
 |
|
120 x 240 Pixels (Vertical Banner) |
 |
|
125 x 125 Pixels (Square Button) |
 |
|
120 x 90 Pixels (Button 1) |
 |
|
120 x 60 Pixels (Button 2) |
 |
|
88 x 31 Pixels (Micro Button) |
|
The full banner (468 x 60) is by far the most popular, but you will see all these variations all over the Web.
These are not the only banner ad shapes and sizes, but they are a good representation of the range of common banner
ads.
There is no universal file-size constraint for banner ads, but many Web sites impose their own limits on memory
size, usually 10K to 16K. This is because banner ads add to the total file size of the page they appear on and
increase the amount of traffic through the server.
The viewer would notice the additional time it takes for a browser to load that page.
What content is used in banner ads?
There are three types of graphic content used when making banner ads:
- The simplest banner ads feature only one, static GIF or JPEG image.
- More common is the animated-GIF banner ad, which displays several different images in
succession, to create the effect of animated motion.
- Then there are rich media banner ads... ads that use audio, video, or Java and Shockwave
programming. These banner ads, which have much larger file sizes, are often interactive beyond their simple linking
function.
Tips for using banner ads
- Use banners that are small and fast loading. Statistics show higher click-throughs on
smaller, faster banners, rather than larger ones with fancy "rich media." It's critical to grab the eye as the page
loads.
- Successful banner ads are designed for the page that they are on. Try to use a banner that
looks like part of a Web page. Banner ads that use "Windows interface controls" like radio buttons and click boxes
can have a higher click-through rate. They don't have to work, they just have to look like standard Windows controls.
For example :
- Use a banner that has a "call to action", the most effective being a simple "click here."
And it becomes especially effective when it's placed as an image on a standard windows button at the right-hand side
of the banner. People read left to right, so any call to action must be the last thing they read.
- Banner ads with a sexual theme don't sell effectively. A scantily clad woman will get the
viewers attention, but it will also set expectations on the sort of site a person is clicking through to. If you're
not running an adult site you're going to get some very untargeted traffic.
- If you must use animation, try to ensure it incorporates horizontal movement. Evolution has
engineered the human animal to be very alert to horizontal motion as a survival trait. This is the best possible way
to use animation to grab the eye.
- A successful banner uses a headline that expresses a big benefit or arouses curiosity. You
want to get the viewer to click through to the page so the real selling can begin.
The banner ad must scream "This is more important to you than anything else you are doing
right now. Click on me." Your banner ad is similar to a classified where you have 3 - 7 words maximum to attract
attention and call the viewer to action.
- It's often better to link your banner to an opt-in e-mail form so you can capture the
contact info of interested prospects. You will then have the opportunity to mail them regularly.
- If you are paying for a banner advertising campaign, remember that you are buying
impressions (banner views), not click throughs. There's no guarantee the viewer will click on your banner ad.
- Placement is important. Try to put your banners on web pages that have a place for a
single banner at the top of the web page.
Are banner exchanges worth using?
By and large, banner exchanges are not worth the effort. People often put the necessary banner code onto web pages
that they show in auto surf exchanges, so the banners are never actually seen (because auto exchanges are generally
run by people when they go out or go to sleep).
Where to Place Banner Ads
Many manual traffic exchanges will sell banner views, but traffic exchanges are used by a particular type of person
(i.e. somebody trying to get traffic to their offer) so banners promoting products outside of this niche won't get
very good click through rates.
Bloggers often sell banner spots, but they generally use the 125 x 125 square button. Just look for an "Advertise
Here" link which will lead you to a page with all the advertising details.
Some high traffic websites sell banner ads, and with a properly designed banner you can get a good click through
rate, but like all things in internet marketing you will have to conduct extensive testing to find which banners work
best.
|
