Contrary to rumors of death of Banner Ads, banner ad remains one of three most popular forms of advertising on Internet.
Actually, banner ads ARE best form of online ads!
Internet advertising expenditures declined overall in 2001, yet this decline was felt in all advertising sectors of economy and online decline was actually less that that found in other advertising sectors. According to Internet Advertising Bureau's (IAB), http://www.iab.net/ online Ad Formats break down as follows:
"Percentage use of various ad formats remained fairly consistent in 2001. Formats tracked and their respective share of 2000 and 2001 full year revenue are: "
2000 2001 Banners 48% 36% Sponsorships 28% 26% Classifieds 7% 16%
Ad revenues for 2002 are expected to surpass these figures with majority of ad revenues being funneled into Banner Ad campaigns.
In a report compiled and released by Engage, Inc. http://www.engage.com/, they announced that their:
"Study Reveals That Viewing of Online Ads Alone, Regardless of Click-Through, Leads To Sales".
This report has put a new spin on traditional methods behind banner ads because lead finding determined that there is a strong pattern emerging of users who recently saw an online ad and converting that ad exposure into a sale.
There is now a measurable and concrete value to an ad impression WITHOUT a click-thru.
Advertisers will now need to pay attention to 99% of people that don't click-thru on their ads but do take note of message for future reference and visits.
This fundamentally raises monetary value of Internet as an advertising medium, because this analysis demonstrates that just seeing a banner ad alone WILL create sales.
With these new findings in mind, for a banner ad to work well , they will need to encompass these three "KEY" elements: