Banner Ads - Do They Work?
by J.R.Orsoni/Jmar
Marketing Concepts
We are bombarded daily by
well-constructed campaigns to sell us banner ads by the ton... and I must
admit, some of these ideas boarder on genius. But alas, that effort
could have been better spent on restoring an old Model T Ford.
According to the Madison
Avenue and Silcon Valley experts, banner ads rank a dismal last behind all
advertising mediums.
Let's examine what goes on at a web site filled with banner
ads. The first thing that comes to mind is that banner ads redirect
the visitor's attention and direction to another site. In so doing
they do not providing
a service for the site hosting the banner; one reason many owners are
reluctant to add them.
Secondly, banner ads are mostly overlooked... intentionally. Latest
statistics
show that banners are mostly in the way and there is an ever-increasing
amount of software that removes them from view. An interesting study
done recently explains that animated banners are not tolerated by men over 30 while women in
that same age group are not adverse to them.
Last but not least, the cost effectiveness is extremely low. Return
on your advertising dollar investment will be much greater with opt-in email or e-zine
advertising or link exchanges.
PrePaid banner ads while well done will not do the job for you, I'm afraid to say. If you must use
banner ads incorporate text links that pack a punch in "rich" wording. Take
our example to your left. Note the "Power
Sell Words" link. The wording conjures up visions of
strength, they are commanding and dominant not to speak of the
"click-throughs".
Use banners only when they are inexpensive, and when it's the only way to get the
job done.
Article by J.R. Orsoni
http://www.mcjmar.com
info@mcjmar.com
|
