Banner%20Ads

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Banner Ads

• Ariane Datil

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Types of banner ads

• The Internet Advertising Bureau (IAB) specifies
  eight different banner sizes, according to pixel
  dimensions.
• These banners are more commonly referred to as
• Leader boards and skyscrapers

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What makes banner ads effective?

• Post banner ads on pages with related Web content
  -- the more related, the better.
• Advertise a particular product or service in your
  banner, rather than your site generally.
• 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.
• Put banner ads at the top of the page, rather
  than farther down.
• Use simple messages rather than complicated ones.
  Use animated ads rather than static ones.
• Your graphic content should pique visitor
  curiosity, without being too obscure.
• Keep banner ad size small. If the page takes too
  long to load, a lot of visitors will go on to
  another page.

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How banner ads are deemed successful

• Clicks/Click-throughs
• Impressions
• Click-through rate (CTR)
• http//pointroll.com/

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Size really does matter
Style does too
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Make Rich Media Work For You

• Branding
• Use games, videos and polls for increased user
  interaction
• Direct response
• Data collection and sweepstakes
• Consider fewer panels with concise content and
  clean calls to action
• Use strong call to action
• Keep banner and panel as one integrated piece
• Add sound and video as well as Flash with player
  controls

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Are they spying on me?

• Ever wonder why most of the banner ads you see
  are advertising things you generally like?
• Answer COOKIES
• What are they?
• Why are they so controversial?

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How Do Web Sites Use Cookies?

• Sites can accurately determine how many people
  actually visit the site.
• Sites can store user preferences so that the site
  can look different for each visitor (often
  referred to as customization).
• E-commerce sites can implement things like
  shopping carts and "quick checkout" options.

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More on Targeting

• Advanced banner ad management software allows
  advertisers to target banner ads based on certain
  parameters.
• Here are some common targeting features
• Page targeting
• Day/time targeting
• Keyword targeting
• Registration-based targeting

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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.

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December 2007 Ads by John McCain 2008 December 2007 Ads by John McCain 2008 December 2007 Ads by John McCain 2008 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 Leaderboard 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 Leaderboard 75,000
"Courageous Service Experienced Leadership Bold Solutions, Watch Courageous Service Video" "Play Video" 728x90 Leaderboard 29,000
Source Nielsen Online, AdRelevance, 2008 Source Nielsen Online, AdRelevance, 2008 Source Nielsen Online, AdRelevance, 2008 Source Nielsen Online, AdRelevance, 2008 Source Nielsen Online, AdRelevance, 2008
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Obama beats the stats

• Understanding that click through rates are low,
  the Obama campaign runs banner ads on web sites
  all over the Internet promoting the email text
  message alerts.
• No need to click through to the main page
• The banner campaign directs supporters to send
  "GO" to OBAMA (62262) to sign up for messages.

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Spent on Banner Ads

• Google 2.08 million
• Yahoo 352,00
• Facebook 47,000
• Janurary 640,000
• Februrary 1.18 million
• March 905,000
• April 234,000

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Interesting comments from bloggers

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

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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, theyve 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.

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Banners are taking over
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BANNER ADS DOMINATE ONLINE ADVERTISING FORMATS

• http//ecommerce.hostip.info/pages/9/Advertising-O
  nline-BANNER-ADS-DOMINATE-ONLINE-ADVERTISING-FORMA
  TS.html
• Who do you think has a better banner ad campaign?
  
• http//www.johnmccain.com/
• http//www.barackobama.com/index.php