And the Banner Man Held His Banner High

Written by Martin Avis

We hear it allrepparttar time: "Banners don't work anymore!" But did 'banners' ever really work inrepparttar 101147 first place?

The latest published figures seem to suggest thatrepparttar 101148 average click-thru-rate (CTR) for a banner ad onrepparttar 101149 Internet is between 0.15% and 0.3%. That is 1.5 to 3 per thousand.

Why is that such a surprise? Can you rememberrepparttar 101150 last time you clicked on a banner ad? I certainly can't.

Yet businesses are still putting banners up. Are they just kidding themselves?

Inrepparttar 101151 same way that big businesses will buy endless TV spots or radio ads to get their name better known, so too are banner ads used as a branding medium. These campaigns, where response is only a secondary aim, bringrepparttar 101152 average CTRs down considerably.

Inrepparttar 101153 offline advertising world, Direct Response advertising is thriving. Ads that solicit a measurable action - call this number, fill this coupon, visit this web site - are growing as a percentage ofrepparttar 101154 total. The reason is simple. Every measurable response letsrepparttar 101155 advertiser learn more aboutrepparttar 101156 mix of media on his schedule. Newspaper A pulls more calls than newspaper B - then lets drop 'A' fromrepparttar 101157 plan and try out 'C'.

This constant learning and refining should be practiced online as well, but how many do it? The overall CTR is further damaged by too many banners being bought onrepparttar 101158 wrong sites, and staying there too long.

An advantage that offline media planners have isrepparttar 101159 sheer volume of research intorepparttar 101160 audiences of every advertising medium you can think of. So before a single dollar is spent, they know that their ads will be seen byrepparttar 101161 most appropriate people.

Not so online. Yet. In a large number of cases, banner ads are bought and sold in bulk. For every perfect site you buy, several others may be included in 'the package'. This arbitrary approach will decline if sites are forced to audit bothrepparttar 101162 size and composition of their audiences before advertisers will buy from them.

Making a successful banner campaign depends on four factors:

1. Ensuring thatrepparttar 101163 audience ofrepparttar 101164 site you advertise on is as closely matched as possible to your own. Not just in terms of age and socio-demographics, but also in attitude. Wastage is useless, and expensive.

2. Advertising on popular sites that people are likely to have bookmarked. One ofrepparttar 101165 reasons many people resist clicking on banners is because they know they will be taken away fromrepparttar 101166 site they are viewing to someplace they may not want to be. Highly bookmarked sites are easy to find again.

3. Gettingrepparttar 101167 right price. Until recently, most sites selling banners insisted on a cost-per-thousand impressions policy. The advertiser pays every time a viewer has an opportunity to clickrepparttar 101168 banner whether or not that opportunity is taken. This is becoming outdated, thankfully, as a more appropriate payment-by- results model is growing in popularity.

Excite Me, Tease Me, Make Me Want to............CLICK!

Written by Merle

Banners are a necessity for anyone doing business online. Sooner or later you'll want to do some banner advertising or simply swap with another site, so you'll want to make sure you have a few to choose from when that time comes.

There are "standard" sizes for banners, and you need to make sure you adhere to those standards before creating them. The most popular size by far is 468X60. Some of repparttar others are:

234X60 Half Banner 120X240 Vertical Banner

Popular button sizes are: 120X60 and 125X125 and a micro size of 88X31

You'll want to make a few in a variety of sizes so you already haverepparttar 101146 right size forrepparttar 101147 job at hand.

So what do you need to include on your banner? There are a variety of things you can do when designing to ensure clickability.

1) Userepparttar 101148 actual words "click here" somewhere onrepparttar 101149 banner as a call to action.

2) Use some form of animation- Movement catchesrepparttar 101150 eye

3) Make sure your banner loads quickly by keepingrepparttar 101151 size down to no more than 10K if possible.

4) Offer Something Free

5) Tell them just enough to pique their curiosity so they'll want to click and learn more.

6) Studies have shown these colors workrepparttar 101152 best Orange, Green, Red, Blue, Black and Purple.

7) Create a sense of urgency by stating something like "Last Chance," or "Limited Time Offer."

So you've taken all this into consideration and you're thinking to yourself, "I can't even draw a stick figure - how am I going to design a banner?" Have no fear, there are many resources online that will help you make banners quickly and easily.

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