Four steps to successful banner ads March 17, 2008
This week am working on a project that includes banner ads. These need to promote the brand of the company on its website.
The question was: What kind of features should an ad have to help catch the attention of users and increase sales as well. Online Ads have to follow certain Best Practices in order to be profitable.
Primarily these Ads need to reflect the brand of the company while being effective at sales. On the other hand they should also be able to measure the attitude of the customer with regard to the brand.
A quantitative way to gauge the effectiveness of the banner ad would be pretty simple. Web metrics can capture the number of clicks that a banner attracts. Companies generally experiment with combinations of banner size, color and layout to get the best response from customers in terms of clicks.
However online banner ads cannot be considered successful based on clicks alone. The customers feel and attitude towards online banners is just as important if not more.
“As online marketers, we underestimate the level of commitment involved when a consumer clicks through to a website. The consumer is making several assessments in the blink of an eye — will this be a waste of time? Will the site I click to be safe? Will the information I seek be relevant? Will I get what I need efficiently? There is a risk vs. reward scenario that we all play out when deciding to interact with an online advertisement. If we rely too heavily on the website destination to do our talking, we will likely find that no one will be around to listen.”
