Banner AdsBanner Ads

Ariane DatilAriane Datil

Types of banner ads Types of banner ads

The Internet Advertising The Internet Advertising Bureau (IAB) specifies Bureau (IAB) specifies eight different banner eight different banner sizes, according to sizes, according to pixelpixel dimensions. dimensions.

These banners are more These banners are more commonly referred to ascommonly referred to asLeader boards and Leader boards and

skyscrapers skyscrapers

What makes banner ads effective?What makes banner ads effective? Post banner ads on pages with related Web content -- the more related, Post banner ads on pages with related Web content -- the more related,

the better. the better.

Advertise a particular product or service in your banner, rather than your Advertise a particular product or service in your banner, rather than your site generally. site generally.

If you do advertise a particular product or service, link the banner ad to If you do advertise a particular product or service, link the banner ad to that part of your Web site, rather than your home page. that part of your Web site, rather than your home page.

Put banner ads at the top of the page, rather than farther down. Put banner ads at the top of the page, rather than farther down.

Use simple messages rather than complicated ones. Use animated ads Use simple messages rather than complicated ones. Use animated ads rather than static ones. rather than static ones.

Your graphic content should pique visitor curiosity, without being too Your graphic content should pique visitor curiosity, without being too obscure. obscure.

Keep banner ad size small. If the page takes too long to load, a lot of Keep banner ad size small. If the page takes too long to load, a lot of visitors will go on to another page. visitors will go on to another page.

How banner ads How banner ads are deemed successful are deemed successful

Clicks/Click-throughsClicks/Click-throughs ImpressionsImpressionsClick-through rate (CTR)Click-through rate (CTR)

http://pointroll.com/http://pointroll.com/

Size really does matterSize really does matter

Style does tooStyle does too

Make Rich Media Work For You Make Rich Media Work For You

Branding Branding Use games, videos and polls for increased user Use games, videos and polls for increased user

interaction interaction Direct response Direct response Data collection and sweepstakes Data collection and sweepstakes Consider fewer panels with concise content and clean Consider fewer panels with concise content and clean

calls to action calls to action Use strong call to action Use strong call to action Keep banner and panel as one integrated piece Keep banner and panel as one integrated piece Add sound and video as well as Flash with Add sound and video as well as Flash with

player controls player controls

Are they spying on me?Are they spying on me?

Ever wonder why most of the banner ads Ever wonder why most of the banner ads you see are advertising things you you see are advertising things you generally like? generally like? Answer: COOKIESAnswer: COOKIES

What are they? What are they?

Why are they so controversial? Why are they so controversial?

How Do Web Sites Use Cookies?How Do Web Sites Use Cookies?

Sites can Sites can accurately determine how accurately determine how many people actually visit the site.many people actually visit the site.

Sites can Sites can store user preferencesstore user preferences so that so that the site can look different for each visitor the site can look different for each visitor (often referred to as (often referred to as customizationcustomization). ).

E-commerce sites can implement things E-commerce sites can implement things like like shopping cartsshopping carts and and "quick "quick checkout" optionscheckout" options. .

More on Targeting More on Targeting

Advanced banner ad management software Advanced banner ad management software allows advertisers to target banner ads allows advertisers to target banner ads based on certain parameters. based on certain parameters.

Here are some common targeting features:Here are some common targeting features: Page targetingPage targeting Day/time targetingDay/time targeting Keyword targetingKeyword targeting Registration-based targetingRegistration-based targeting

Effectiveness in Political campaigns Effectiveness in Political campaigns

National strategists do not place much credence in Websites, believing that not enough undecided electors use them.

Although some consultants believe that banner ads will have more appeal once greater bandwidth allows digital video, overall they remain uninterested in the Internet due to the perceived lack of impact, exposure, or general effectiveness.

December 2007 Ads by John McCain 2008

Ad Copy Call to Action Ad Sizes Number of Impressions

"McCain" "www.JohnMcCain.com" 120x90 Button

96,000

"One man has the experience One man has the courage One man has our trust John McCain for

President."

"Join Our Team" 728x90 Leaderboar

d

76,000

"Three million of your tax dollars to study the DNA of bears in Montana. I don't know if that's a

paternity issue or a criminal issue."

"Stop Pork Barrel Spending. Sign the Petition."

728x90 Leaderboar

d

75,000

"Courageous Service Experienced Leadership Bold Solutions, Watch Courageous Service

Video"

"Play Video" 728x90 Leaderboar

d

29,000

Source: Nielsen Online, AdRelevance, 2008

Obama beats the stats Obama beats the stats Understanding that click through rates are low, Understanding that click through rates are low,

the Obama campaign runs the Obama campaign runs banner adsbanner ads on web on web sites all over the Internet promoting the email sites all over the Internet promoting the email text message alerts. text message alerts.

No need to click through to the main pageNo need to click through to the main page The banner campaign directs supporters to send The banner campaign directs supporters to send

"GO" to OBAMA (62262) to sign up for "GO" to OBAMA (62262) to sign up for messages. messages.

$ Spent on Banner Ads $ Spent on Banner Ads

Google: $2.08 million Google: $2.08 million Yahoo: $352,00Yahoo: $352,00 Facebook: $47,000 Facebook: $47,000

Janurary: $640,000 Janurary: $640,000 Februrary: $1.18 Februrary: $1.18

million million March: $905,000 March: $905,000 April: $234,000 April: $234,000

Interesting comments from bloggersInteresting comments from bloggers

My last piece of advice is this... In your interview My last piece of advice is this... In your interview process, ask your Communications Director to process, ask your Communications Director to name his five favorite blogs. If they can't, ask name his five favorite blogs. If they can't, ask them for a suggestion on how best to target them for a suggestion on how best to target communications to specific demographic communications to specific demographic segments using segments using banner adsbanner ads. If they can't . If they can't answer either of those questions, don't hire answer either of those questions, don't hire them. They don't get what's going on in the them. They don't get what's going on in the world around them. world around them.

More bloggers More bloggers Over at the Bivings Report, Todd Zeigler takes a look at

Barack Obama's constantly redesigned web site and, though the campaign "has been aggressively rolling out new features on its website at an impressive clip," and think that they "are clearly doing a wonderful job online," he prefers the old site. "In the process of launching this stuff, they’ve turned their clean, nicely designed homepage into a canvas on which to cram as many banner ads as possible," Zeigler writes. I've noticed it too; despite the addition of rounded boxes (slamming home the Web 2.0-ness of it all), there's just too much going on, and when visiting the site it's hard to decide if I should check out the Iowa HQ, join Obama Mobile, read Charles Barkley's comments about Obama, or... you get the point. Check out Zeigler's post for before and after pics.

Banners are Banners are taking over taking over

BANNER ADS DOMINATE ONLINE BANNER ADS DOMINATE ONLINE ADVERTISING FORMATSADVERTISING FORMATS

http://ecommerce.hostip.info/pages/9/http://ecommerce.hostip.info/pages/9/Advertising-Online-BANNER-ADS-Advertising-Online-BANNER-ADS-DOMINATE-ONLINE-ADVERTISING-DOMINATE-ONLINE-ADVERTISING-FORMATS.htmlFORMATS.html

Who do you think has a better banner ad Who do you think has a better banner ad campaign? campaign? http://www.johnmccain.com/http://www.johnmccain.com/http://www.barackobama.com/index.phphttp://www.barackobama.com/index.php