As an eMarketing
professional, you need to utilize many different tools available to
you--like a water color artist does when he/she blends different colors
to create a beautiful picture. From a marketing standpoint, your picture
(e-business) has to be accessible and create customer attention. As
you learn these principles of the new economy, your ultimate objective
will be to market through all channels of contact and earn consumer
and the Internet have formed a unique marriage, relationship of perfect
harmony yet ever changing. The two have spawned a brand new vocabulary
that eMarketing professionals should know and understand. Following
are some of these words and definitions:
Exchange - Where sites exchange banner advertising usually on a
(Click Through Ratio) - The most common form of measuring
a successful advertising campaign. CTR is the percentage of the
ad views that result in an adclick. Ad view or ad impression are
the number of times a visitor downloads or views an ad banner.
Recently, average clickthrough rate has declined to about 0.17 according
to Nielsen Netratings. While the average e-mail marketing plan
averages a response rate close to 5 percent. The decrease in rate
will help online marketers receive lower priced banner ads because the
conversion rates will have more weight. The conversion rate is
equivalent to a completed sale or other online action taken by user
after a click through.
Per Click - is another form of measuring advertising dollars.
CPC's are what businesses pay for every individual who clicks on the
ad. This is generally favorable for the business buying the ad,
because they don't pay unless there is action taken. This is becoming
more popular as return on advertising investment is critical.
click is calculated by: Cost per Click
(CPC) = CPM / (CTR * 1000)
For example, if you paid $15 CPM for a banner
with a 2.5% CTR, the CPC could be calculated.
companion term/synonym for CPC is: Cost
Per Visitor (CPV) - CPV is calculating the cost of advertising
for every visitor.
- One of most misleading forms of measurement related to people seeing
a web site is known as a "hit." If a company tells states they
are getting a lot of "hits," this represents a bright red flag of ignorance.
A hit is basically a request by a server for any element on a web like
a graphical image or text block. For example, if a page has 6 images
on it, and is requested by the browser, the "hits" may jump by "7":
one for the page and six for the images. A better way to analyze traffic
is to calculate the click through or conversion rate, or unique visitors
or page views on the site.
Per Thousand (CPM) - CPM is the amount of dollars it costs
to receive a thousand impressions. CPM originated from the worlds
of print and broadcast media where advertising is revenue and branding
is the main objective. Most CPMs can range from $25 to $60.
Per Sale (CPS) - CPS is the calculation of how many ad dollars
a company pays per sale.
- A measure of how many times a banner is displayed.
Count one impression each time the banner is shown.
View - A measure of how many times a complete page is displayed.
Count one page view each time a page is displayed.
Views - Similar to page views, banner views track the number of
times a banner has been viewed.
of Site (ROS) -- Run of a Site advertising is less expensive than
more targeted advertising methods. ROS refers to displaying a
banner ad throughout a website or a banner network but without the targeting;
in other words, the ad displays on a variety of sites without a target
audience in mind.
advertising began in 1994. At that time there were so few banners
that click rates were as high as 25%. Today they are a fraction
of a percent. Many marketers attribute the decline to "banner
fatigue"; so many banners being presented to the public that people
close them before they fully load.
believe the sole function of the banner ad is to persuade Internet surfers
to click, but establishing and building brand awareness is also an important
aspect of banners.
most popular banner ad is the horizontal banner which is placed along
the top or bottom of a web page. According to the Internet
Advertising Bureau (www.iab.net), the standard banner size is 468
pixels wide and 60 pixels high. This takes up approximately 10%
of a normal sized web page. There is enough room for text, graphics
or animation. Some advertisers experiment with rich media
form of banner advertising includes buttons, micro buttons, sponsorships,
or any other creative forms. It creates more of a magazine look
to a web page. Since most banners only hold the attention of a
visitor for at best 3 to 5 seconds, design is very critical. Concise,
clear messages that are to the point are most effective.
Traditional magazines and newspapers sell ads in standardized sizes
to simplify the process of selling ad space and to clarify for those
designing the ads. Online banners vary in dimension which can
make pricing ambiguous and subjective. Having set standard banner sizes
would assist with pricing standards and help the site designer plan
the ad space into the site as part of the site layout.
120 X 60
125 X 125
Size: 468 X 60
web sites have strategically placed banner ads with the goal of generating
qualified traffic to their sites. However, keep in mind how unrealistic
it is to drive sales effectively using banners on their own merits.
Banners may get people to your site -- but then site design, product
offering, pricing, and other factors determine the final outcome of
The most ambiguous aspect of banner advertising is measuring the direct
and indirect effects on people who see the banners. Tracking
clicks on a banner is relatively easy to measure because the user took
a direct course of action. However, measuring the impact on someone
who saw an ad and later produced a positive reaction to the ad is less
than an exact science.
this problem marketers and researchers are pointing to the power of
branding. AdKnowledge reported in November 2000 that 40 percent
of people that didn't click a banner ad, but who recalled it, made a
purchase between 8-30 days later, Banners create brand awareness which
hopefully leave the brand image in the minds of the viewers. Click Through
Ratio and Cost Per Sale are measurable. Branding, on the other
hand, can be a difficult item to measure. Marketers hope
that when consumers get ready to become customers that they will have
been exposed to the brand enough to form a level of recognition with
it. Surveys and other forms of marketing information management
can help to measure brand awareness. Morgan Stanley Dean
Whitter & Co had this to say in February 2001 regarding measuring
brand awareness: "It is [the] interaction that makes rich media
ads over 5 times more effective for branding than traditional GIF banner
In order for your banner advertising campaign to be effective you need
to focus on what you are trying to accomplish. Do you want a direct
response or to build a brand? Choose your need and focus on it
-- remember a banner ad is a tool you can mold.
ad needs to correspond with your goals--for a direct response priority,
it should create an immediate call to action. One of the ways
to measure this model is to look at the number of unique visitors before
and after the campaign.
if you want to build brand awareness you need to take a different approach.
consider using traditional and online advertising methods in conjunction,
so that you can build brand through repetition. Your banners need
to be creative, as a result, they may not boost your click rate quickly.
That is not an unforeseeable problem because building a brand takes
a long item and it is harder to measure than a direct response campaign.
to be aware of your overall objectives, maybe banners are not the best
vehicle to carry your marketing message. Creative forms of sponsorships
or advertorials might fit your needs, especially if you are trying to
build knowledge of your company. Another path to consider is extending
the creativity of your banners. For example, www.advertising.com
is launching a new promotion that will enable companies to offer coupons
to people who click on the banners. They can either print the
coupon or have it sent to their mobile phone.
you do in accordance with your banner advertising needs to point back
to your measurements and your goals. In fact, page views, clickthroughs,
or any other measuring term won't provide your e-business success unless
you have definite goals in your marketing plan.
following sites for additional information and resources:
ads differ from banner ads. Banner ads present a message and hope
site guests will find the data interesting and click. Rich media
advertising does not guide a site guest to another site; the entire
message is located in the ad so site guests can receive the message
and not leave the site displaying the advertisement.
inception in 1997, the term "rich media" has been used to describe multimedia
advertising on sites. In the beginning stages of trying to "jazz"
up Internet ads, java applets were used. Java applets were successful
in returning a 50% increase in response from site guests over traditional
static banners, but the applets took a long time to load and many were
clicked off before they were ever viewed. Companies knew the ads
were more attractive but many felt the extra expense for development
and delivery over static banner ads, coupled with the slow load times
was too risky to venture into.
1998, Narrative Communication Corp joined forces with three major marketing
companies: The CareerBuilder Network, Procter & Gamble (NYSE: PG),
and SunTrust Banks - to create Enliven 3.0. Louis Goldner, Digital
Technologies Manager at Procter & Gamble said this at the time,
"This technology is a great example of pushing beyond traditional banner
advertising. Its new, user-friendly interface provides us with
the opportunity to present informative ads that help consumers make
better buying decisions." At the time, Louis was referring to
and more companies sought ways to deliver rich media marketing messages,
Macromedia came along and "shocked" the world with Flash and Director
software programs, the two most popular Internet multimedia software
tools used today. The initial drawback was in educating Internet
users on the need for the plug-in. In 1998 and 1999, visiting
sites and being greeted by the little blue puzzle piece icon (a symbol
indicating the plug-in required to view the content was missing) was
common. Many people didn't know what the symbol meant, and there
either wasn't instructions included with the pages for downloading the
plug-in or the site guests left before reading the instructions.
Yet people did embrace the new technology and today most children in
North America have played an Internet game or two created with Macromedia
products. In addition, the major browsers now come built in with
the plug-in required for viewing Flash and Director files. The
plug-in is also available for a free download from Shockwave.com
inc. is one rich media marketing and development company that is
making a name for themselves online with rich media ads created using
Flash. To see some of their ads, visit Superstitial.com.
Activity - Build Banner Ads
- Using online Resources
Use an online resource to create a banner ad. Here are a couple
of places to complete this portion of the activity:
Animation at http://animationonline.com/mlm has a free banner
creation service. Complete the following steps for Part 2 of
Select the best banner for your target audience from pre-made
Add the text you desire
Click the button that says "Make Banner"
If the text doesn't all fit or look right, click the "Back" button
in your browser and try again
When the image looks as you imagined, right click on the image
to save it.
Show the banner you made to an instructor. Here is an example
of a banner created there:
Part B - Conducting some Research
Part B of this assignment is to research what currently is being said
about effective banner ads. Find an article that answers the question
"What makes an effective banner ad?"
some addresses that may help accomplish finding the information:
Tutorial from WDVL (Web Developers Virtual Library) entitled:
Age - www.adage.com
Advertising report - www.internetnews.com/iar
Tips - www.bannertips.com
Advertising Bureau - www.iab.net
information from Enliven - www.narrative.com
- Creating a Banner Using Software
a banner using Fireworks or another graphics editing software tool
- The banner
is required to be one of the standard sizes
- You are
required to apply the information you found in Part 1 of this assignment
a copy of the banner and write on the printout:
drive and folder name you saved your banner in and the name of the
a note as to whether or not the banner is animated so your teacher
will know if there is more to the image than what appears on paper.
Staple the printout of your banner ad to the printout of research.
sure the concept in the research you found in Part 1 and applied to
the banner in Part 3 is clearly marked on what you turn in.
- You may
be wondering what you are marketing. Good question. Be creative.
on the printout what you are marketing in the banner.