Banners You Can't Ignore
Some “experts” say they don’t exist.
Apparently we have become so accustomed to seeing banners, we have learned to ignore them. We sub-consciously create little white blocks exactly 468x60 pixels in size that neatly fit over banners so that we no longer see them and NEVER click on them.
Of course these same experts will then tell you what, of course, you SHOULD be using. Their product.
Naturally some marketing techniques work better than others. But that doesn’t mean the less effective approaches should be ignored. A balanced advertising campaign will spread itself across a variety of mediums.
But isn’t it true that click-thru rates (CTR) on banners have dropped over the years?
This is difficult to ascertain and views on this are conflicting but, ultimately, CTR’s on banners are irrelvant and the measure of success should not be based on this misleading statistic.
Let’s say you get a 2% CTR on your banner. In other words, 2 out of every 100 views results in 2 mouse clicks.
Most would consider this to be a successful banner as most achieve considerably less than this. But how many of those “clickers” then take a genuine interest in the website they view?
Not many. Especially when you consider that the most effective banners are those that give nothing away and lure you in through sheer curiosity.
The banner has successfully achieved a good CTR, but for what purpose.
A banner with a high CTR does not automatically translate into success for your website.
The success of a banner should be judged by a different criteria. By one that cannot easily be measured.
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This article first appeared in The Nettle Ezine.
If you enjoyed it, why not try The Nettle Magazine at www.thenettle.com
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