two basic ways that you can utilize banner advertisements. First, you
can advertise your own web site/product/service using banners. Second,
you can generate extra profits by sponsoring banners on your own web
using banners, you will first need to create a banner design. If you
want to design your own banner, there are many tools available on the
web to help you. For instance, Smartage.com has an easy and relatively
cheap service that will help you design your own banner quickly. Your
other option is to hire a professional designer to create an eye-catching
banner for you.
have a banner design, you will need to find a way of placing it on other
people's web sites. There are two ways of having your banner placed
on hosting sites: you can pay to have your banner placed, or you can
take part in a banner exchange program.
way that you can have your banner displayed is to pay for web sites
to host it. You will be charged based upon how many times the banner
is seen (called a cost-per-impression rate or a CPM rate) or how many
times your banner is actually "clicked" by users (called a
cost-per-click rate or a CPC rate.) The price varies widely, but on
average, expect to pay about 15-30 dollars for every thousand impressions
or 3-5 dollars for every click- through.
buy this type of advertising either through a network such as DoubleClick
or 24/7 Media's ContentZone. TheAdstop has an excellent list of banner
networks, as well as how-to advice on banner advertising.
do not want to deal with a large service, or if you want to deal with
only narrowly targeted topics, you can also buy banner space directly
from individual web sites. Many sites will have a contact person who
is in charge of selling banner space.
buying from either a service or individual site, make sure that it targets
the specific audience you are looking for. Also make sure that there
is a stable way of monitoring traffic on the sites so that you will
know exactly how many people are actually seeing your banner.
to paying a site for displaying your banner is to take part in a banner
exchange program. In a banner exchange, you agree to place other people's
ads on your site in exchange for them displaying your banner. As an
example of this type of service, LinkExchange.com was one of the first
free ad exchange networks -- it can now be found at bcentral. One of
LinkExchange's services is a well-defined banner swap that will specifically
target the types of sites that you want to link to, from a list of more
than 2000 categories.
place to find banner exchange programs is Adbility. Adbility has a large
list of ad and link exchanges, many based around specific targets, such
as "Case's Baseball Card Links."
with a banner exchange, it is vital that you check out what kind of
company you are working with, and what standards they have for their
participants -- otherwise you may have banners appear on your site advertising
adult sites or other content you may not want associated with your business.
a banner exchange program, you should also be aware that many banner
swaps are not on a 1-for-1 basis -- In many cases you will have to display
a number of banners for each time you want your own banner displayed.
This is not a problem if you already have a high-traffic site, but if
you are looking to increase traffic to your site, being a part of this
type of program might not be profitable to you.
are not interested in using banners as an advertising tool, but would
like to display banners on your web site as a profit-source, the best
way to proceed is to join one of the networks mentioned above. You can
also create a message on your web site saying that you are willing to
display banners -- if you do this, make sure you know how many people
visit your site and how much you want to charge for hosting banners.
If you are unsure about how to track visitors or clicks, charging a
flat monthly rate is the best way to go.
study by Forrester Research predicts that online advertising will increase
nearly six fold in the next 4 years, rising from 1.3% of all advertising
spending to a substantial 8% of total spending, totaling some $22 billion
per year. A large amount of this advertising will be banner-based. According
to Jupiter Media Metrix, 80% of advertisers use banners, and 18 of every
25 online ads created by advertisers are banners.
banner advertisements have not been as effective as they were in the
past. The first banner advertisement in 1994 garnered an amazing click-through
rate of 50%. Now, click-through rates range from .5% for untargeted
banners to 1-2% for targeted banners.
are still highly visible, however. In a nationwide survey of nearly
1500 experienced Internet users, Anderson Consulting found that banners
were the most mentioned medium for driving buyers to online stores,
with 25% mentioning banners (compared to 14% for newspapers and magazines,
11% for television, and 4% for newspapers).
ads have several advantages. First, they are relatively easy to produce
and place. They can also be placed on specific sites, which means that
you have a good level of control targeting specific audiences.
also are good for "branding" -- Even if users don't click
on your banner, a large audience will still see it, creating name and
brand recognition. This repetition of your message may increase sales
in the long run.
also several problems with banner ads. With the large number of banner
ads on the Internet, they are becoming more and more ignored by experienced
Internet users. This accounts for the diminishing "click-through"
rates banners have been experiencing.
also have a short shelf life -- studies have shown that most banners
lose their effectiveness after about 30 days. This means that this is
a marketing method that you will have to change more often than some
others, to make sure that it stays fresh for the audience.
issue with banners is that they are intended to carry a VERY brief message
-- a banner will hold the attention of a customer for about 3-5 seconds.
If your message is too complicated or involved to convince a user to
click in that short of a time period, a banner is probably not going
to be an effective tool for you.
ads can be a very useful tool in a marketing campaign. They are a wonderful
way of getting the word out about your web business. You can have your
advertisements seen by very specific audiences, allowing to reach the
people you want to reach with your message.
however, are not a cure-all for lagging sales. Banners, like almost
everything else, will work best when a part of a whole marketing system.
There are certain things that banners just cannot do: they cannot create
complex, involved arguments to make your customers come to your page,
and they cannot make a sale -- all they can do is get your customers
to your web site. Once there, you will have to use other tools to complete