Web Marketing Tutorial
advertising

Top Reasons Why Banner Ads Work

May 23, 2014 by · Leave a Comment 

This article was written by Ted Dhanik

Banner advertising continues to be effective on major news outlets and websites, year after year. New money continues to pour into these campaigns, bidding on placement and segmentation. The reasons why banners continue to be successful can vary. For some marketers, it’s a question of paying for the most relevant possible page views. For others, it begins at the campaign selection phase. Here are some of the top reasons why banners continue to be effective.

Engagement

Even though the audience is focused on the article or the video that is showing on the webpage, banner advertising continues to be effective at enticing users. This has the potential for long-term engagement between the customer and the company, keeping them apprised of sales and changes to inventory through aggressive advertising aimed at those already familiar with the brand. Retargeting is another way to boost customer engagement by showing your ads to people who have already seen them.

Exposure

Display advertising, especially when purchased through a network, is often cheaper than bidding for the top spot in search marketing. It also requires a significantly smaller time investment to get good exposure. Advertisers are paying for space “above the fold” on highly popular websites. Their ads are on pages that are trafficked by thousands, and sometimes millions of eyes. That kind of exposure is significantly cheaper than advertising on a billboard, and it is easier to correlate user behavior to sales in the digital realm.

Targeting

The ability to focus your marketing on a precise group of people might cost you more per click, but less over all. When you know specifics about your market, and which people are most likely to convert to a sale or lead, you can focus your ad spend on that group. There is also retargeting, which shows your ads to people who have already seen them. This increases your branding potential and allows you reach out to customers with specific offers meant to entice them to return.

Final Thoughts

Banner ads are still an important part of the web marketing landscape and the affiliate industry is likely to be worth billions in just a few years. Targeting is crucial, especially if you want exposure for your campaigns, but exposure and engagement are equally important. If you understand why banner ads work, and what advantages they bring to your campaigns, you can capitalize on this abundant source of premium traffic.

Bio: Ted Dhanik is a direct marketing professional with over 15 years of direct marketing experience. Ted Dhanik is also the co-founder of engage:BDR, a display advertising network. Ted Dhanik has helped businesses optimize their advertising through targeted promotions.

Comments are closed.