Web Banner Advertising
Web banner advertising has become a traditional staple of Internet advertising for countless large and small businesses seeking to gain the attention of hundreds of millions of web surfers every year. They are called banners because that is exactly what the advertisements are, usually strung across the tops and bottom of monitor screens on page after page of a site's content. Over the years since the late eighties, these types of ads have made a lot of money for a lot of companies and are usually not intrusive unless the advertisements flash like emergency lights or blow in the breeze like a flag. But the ads are not limited to going left to right or vice versa across the screen; the ads can also drop down like the unfurling of a flag from a ten story building. There are different approved sizes, each costing more as the advertisements grow in size. The sponsor of Internet advertising on other websites may not be able to have as large a web banner advertising presence on a particular site as it may desire. The owner of the website may have a restriction as to how big an ad of this sort can be.
In most cases this type of marketing has a very low click thru rate, hovering around one half of one percent. A person might think those low a numbers would scare off most potential advertisers, but the banner advertisement has not died by any stretch. The very low click thru rate for general web banner advertising has been shown to be raised when a highly focused, targeted approach is taken to the choice of websites and their particular subject matter. But let's see how this all plays out in money terms. Suppose a shoe company decides to pay ten dollars for every 1000 impressions with its online banner campaign. An impression is an event that occurs when an ad shows up on the page a viewer is scanning. Now the average click thru rate is about one half of one percent, so five viewers out of a thousand click on the shoe company's ad.
In the first batch of numbers it has cost the company two dollars for each of those visitors, a possibly acceptable per click cost. But the average conversion rate is only two percent so how much did the real pair of shoes cost the company in advertising fees? Do the math and you'll find it to be one hundred dollars. So the company had better be selling a shoe that has been worn by Kobie Bryant, autographed in blood, has an optional jet pack and can turn instantly into army boots when the wearer is attacked by wild dogs. But there are a couple of things to get that advertising more in line with reality. First get the click thru rate higher and secondly get the cost for a thousand impressions (CPM) down and the web banner advertising becomes just a little tastier.
When a business decides to undertake an advertising campaign using banners, the company will need to decide what size banner will be used. In most cases the larger the banner the higher the CPM will be. And the only really concrete measure of success is the click thru rate. Much of the job of a company that might provide web banner advertising is to supply the customer with reports and studies on the click rates of various websites so that a proper decision can be made. It seems there is an epidemic of grayness these days: there are not right and wrong, just gray areas where one's own experience makes things "relative." but the Bible is always black and white, night and day. ""And this is the record, that God hath given us eternal life, and this life is in His Son. He that hath the Son hath life; and he that hath not the Son of God hath not life." (1 John 5:11-12)
Banner ads may be the least intrusive of all the types because they usually sit there and don't invade your space. But there are things about banner ads that drive people crazy like fake dialogue meant to engage the person but they are really a link to something completely different. And some ads, including web banner advertising have fake close buttons; there is no way to get rid of them! Aggravating! But study has shown that almost no one looks at web banner advertising that looks like an ad Instead, there are now attempts to make ads look like they are a part of the website's content in order to increase click thru rates and of course increase business. But then there are ethical issues that come into play and it makes one long for the day when someone's yes meant yes and a no meant no.
If a business is planning to use web banner advertising the need for overall research is pressing. The truth is that click thru rates on these types of ads continue to fall. And there is one other thing to consider in this discussion about banner ads; lower income viewers are more likely to click on web banner advertisements. So advertisers are looking at new ways to run their advertisements. How about a video that runs as soon as a surfer hits a landing page? No choice about it being on and off and maybe no escape until it ends. But how many websites would even allow that kind of thing to happen?
Web-Based AdvertisingThe industry of web based advertising is growing up and becoming more sophisticated in its outreach to internet users. New companies are being launched that specialize in providing a variety of ecommerce solutions to online businesses that are interested in increasing the number of visitors to their sites. Several factors contribute to the overwhelming growth of the internet as a major source of news, entertainment, and online shopping to modern-day consumers. A few of these factors include technological advances, increased consumer confidence, and entrepreneurial opportunities. Taken together, these basic factors create a momentum that drives even more technological breakthroughs, greater internet spending, and everybody who is anybody establishing a web presence. Given this powerful momentum, companies that specialize in web based advertising must provide clients with visible results to stay competitive (and in business).
Even a short decade ago, the internet was still considered by many to be a new phenomena and almost a luxury. Customers paid for internet accessibility based on hourly usage with some plans offering so many hours a month of use. Logging onto the internet often meant that no one could use the house phone. How much has changed in just a few years. In modern households, Mom is on the workstation in the home office, Dad is on his laptop, and Junior has a wireless device that accesses the internet and plays music. The home phone is available any time except that no one uses it anymore after all, Mom, Dad, and Junior each have their own cell phones. Advances in technology also have affected web based advertising strategies. Who hasn't been annoyed by the appearance of pop-up ads when trying to access a certain site? It's no surprise, then, that pop-up blockers are one of the most popular software applications downloaded by internet users. King Solomon once wrote: "Moreover the profit of the earth is for all: the king himself is served by the field" (Ecclesiastes 5:9). It certainly seems that the internet has brought the world together in new and innovative ways, providing opportunities for fellowship, education, and ministry that didn't exist that long ago.
The opportunity and ability to make online purchases is also a relatively new, but booming, phenomenon. The number of people shopping online, and the amount of money spent online, increases every year. Data regarding online shopping habits and trends are closely followed by web based advertising companies so that they can provide more effective service to clients. It's obvious that technology paved the way for increased consumer confidence when it comes to making purchases over the internet. Online businesses utilize ecommerce software, such as secure checkout and encrypted payment applications, so that shoppers aren't afraid to enter credit card numbers and other personal information on the store websites. As consumers make more and more successful purchases by going to the internet instead of to the mall, they become more confident in the process and will make additional purchases. Companies know that a web based advertising strategy is essential to getting a percentage of that business. Even long-established retail stores will have a website where shoppers can go to make purchases. National household-name chains often provide shoppers with a choice of delivery options so that purchases can be either delivered to the home or picked up at the nearest store location.
Perhaps one of the most significant benefits of internet growth is the opportunity that has been given to entrepreneurs to open niche businesses. Individuals can start a company without tying up huge amounts of money in retail space and inventory. A person whose products may only appeal to a small market segment can reach that target market by using basic web based advertising techniques. For example, a person who is skilled in repairing and cleaning snow globes can do this type of work from his home. Advertising his services in the local newspaper may not bring him many clients and probably wouldn't be worth the cost. But this gentleman can create and design a website that tells about his expertise and provides contact information. Simple marketing strategies to help promote the snow globe repair business might include link-swapping with an online gift store, having the site listed in the appropriate directories, and participating in relevant forums and message boards. Knowing that updated content can increase a site's ranking with search engines, the snow globe repairman hires a writer to post articles on such topics as the history and manufacturing of snow globes. This entrepreneur might even start a forum on the site where collectors can buy and sell snow globes from one another. As the business grows, the entrepreneur may seek the services of a web based advertising company to help with the creation and distribution of a monthly email newsletter to a permission-based contact list. What began as a hobby could easily become a more than full-time business.
As people spend more time on the internet, they spend less time on other pursuits, such as reading newspapers and magazines. Because of this trend, advertisers are spending additional resources on developing web based advertising strategies that will attract new customers and keep current ones returning to the website to make additional purchases. A reputable internet marketing firm can provide varying levels of assistance to clients depending on the nature of the company, the industry, and the specific goals and objectives. Newer strategies focus more on targeted content rather than banner ads and pop-ups. The advances in technology, an increase in internet shopping, and an explosion of online businesses has had a tremendous impact on the modern-day consumer. Experts use this knowledge to help clients create relevant and effective promotional and marketing campaigns that will meet specific goals and objectives.