1 / 14

Banner Advertising

Banner Advertising. Banner Ads. The oldest, most common online advertising tool. The first Banner Ads appeared at wired.com first advertisers (14) included: IBM, AT&T, Sprint, MCI, Volvo, Club Med, … 12 weeks of display for $30,000 click-through rates average 0.39% to 10%.

salena
Download Presentation

Banner Advertising

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Banner Advertising

  2. Banner Ads • The oldest, most common online advertising tool. • The first Banner Ads appeared at wired.com • first advertisers (14) included: • IBM, AT&T, Sprint, MCI, Volvo, Club Med, … • 12 weeks of display for $30,000 • click-through rates average 0.39% to 10%

  3. Banner Terminology Page Impressions or Page Views • number of times a page is served Banner Views • number of times a page is served with the banner fully loading CPM - cost per thousand • the price of the ad for every thousand times its displayed Creative • “ad-speak” for the actual banner ad graphic

  4. Banner Terminology Click-Through • a viewer clicking on an ad to go to advertiser’s site Click- Through Rate - or Yield • the percentage of click-throughs to banner views Unique Users • net reach/non-duplicated visitor Conversion Rate • the percentage of shoppers that make a purchase (1-5%) Run of Site (RoS) • Banner ad is displayed at a website or network without the use of a keyword or categorization.

  5. Banner Ad Usefulness • What can banner ads do? • build brand awareness • 5% increase compared to control • a positioning tool • increase advertising awareness • 30% increase compared to control • direct response • to information • to purchase

  6. Banner Ad Usefulness • How are banner ads targeted? • IP targeting URL targeting • Profile Targeting • Behavioral Targeting

  7. Banner Ad Measurement • Tracking Software analyzes the effectiveness of Banner Ads • The yield of a banner ad = total # of click-throughs ÷ total impressions

  8. Banner Ad Measurement • Side by side of banner ads can be made to gauge effectiveness

  9. Banner Ad Measurement • Graphical representations of banner ad can help determine serving schedules

  10. Banner Ad Effectiveness Research • On-line advertising has value for building awareness and brand positioning as well. AOL.com study: • TV recall, 1 viewing: 41% • Banner ad, 1 viewing: 40%* • Impacts TV shopping, direct mail purchases and store traffic. ** *Ipsos-ASI, AOL Study/**Cyber Dialogue

  11. Banner Ad Effectiveness FREE • Internet users expect to save money or time, so ads must be creative and promise benefits to create clicks. • discounts, contests & giveaways help • What works the best? • The Word . . .

  12. Banner Ad Effectiveness Research • animated ads generated click-through rates at least 15% higher than static ads, and in some cases as much as 40% higher. • Ads next to the right scroll bar (in the lower right-hand corner of the first screen) generated a 228% higher click-through rate than ads at the top of the page. • Ads placed 1/3 down page, as opposed to the top, generated 77% higher click-through rates

  13. Banner Ad Effectiveness Research • Phrases such as "Click Here" tend to improve response 15%. • Using questions can raise click-through by 16%. • after the fourth impression, response rates dropped from 2.7% to under 1% (banner burnout)

  14. The Future of Online Advertising Small base, but a healthy rate of growth • Internet advertising revenues increased 141% from $1.92 to $4.62 billion in 1999 (IAB). • > 55% of online ad expenditures goes for banner ads • $1.58 billion spent on outdoor advertising

More Related