Affiliate Chronicle
The return of the banner
In the media we read that the banner has had it's day. I think that nowadays the banner is more alive and kicking than before. "But Banners don't work" I hear you say! In fact, banner advertising has been proven to increase clicks, leads, sales and brand name identification beyond the powers of many more traditional mediums. In this chronicle I will explain how to use banners in a more effective way to generate clicks, leads and sales. The success of improving online business depends on three facts that are strongly linked to each other:
Why use banners on your site?
There are different opinions on how and if you should use a banner. Most opponents of using banners are complaining about the overload of them, and most of the creative directors complain about the sizes of the banners. Normally they make magazine ads or TV commercials where they can use a lot of "Space" to communicate with the target group.
With the new IAB recommended set of ad sizes Click here, we see that ad space on a banner is growing, from a 120x60 button to a 240x400 big screen ad. With DHTML it is possible for almost every site to handle big screen ads.
I will give you five reasons why to use banners:
There are many ways to optimize your results by using banners. I will give you five options that you can easily try yourself.
For better results 'play' with your banner-space and try different banners on your site. Watch the results daily in your 'graphical elements report' and apply changes where needed.
Good luck!
Regards,
Marcel Chaudron
Tradedoubler The Netherlands
If you have comments on this column send a mail to support.
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In the media we read that the banner has had it's day. I think that nowadays the banner is more alive and kicking than before. "But Banners don't work" I hear you say! In fact, banner advertising has been proven to increase clicks, leads, sales and brand name identification beyond the powers of many more traditional mediums. In this chronicle I will explain how to use banners in a more effective way to generate clicks, leads and sales. The success of improving online business depends on three facts that are strongly linked to each other:
- The target group
- The communication
- The spot on your website where you add the banner. Terms as "Click here" and "Free" are not the only 'tools' anymore to make people click on banners.
Why use banners on your site?
There are different opinions on how and if you should use a banner. Most opponents of using banners are complaining about the overload of them, and most of the creative directors complain about the sizes of the banners. Normally they make magazine ads or TV commercials where they can use a lot of "Space" to communicate with the target group.
With the new IAB recommended set of ad sizes Click here, we see that ad space on a banner is growing, from a 120x60 button to a 240x400 big screen ad. With DHTML it is possible for almost every site to handle big screen ads.
I will give you five reasons why to use banners:
- Proven results of generating clicks/leads/sales.
- 29% of all the online revenues are generated by banners.
- The impact of Rich Media banners is amazing and they have proven results measured by the IAB [http://www.iab.net/]
- A-brand banners will give a site reliable impression to your visitors.
- Easy to see the results in real time, so that you can optimize your results.
There are many ways to optimize your results by using banners. I will give you five options that you can easily try yourself.
- Don't overload your website with as many banners your sites can handle. People will visit your website for your context, not for your 'banner gallery'
- To prevent 'banner burnouts' use our banner pool to generate a rotatation of 'fresh' banners on your site. For more information read the a previous chronicle 'The pooling tool' by Javier Murrillo (ES)
- Use text links/editorials and banners together. The banner will generate brand awareness and the visitor will see the text link/editorials as something independent. Try it and see some amazing results!
- Use only banners on your sub pages that fit your context. For example; when you have different items on your website computers/cars/travel etc. place Dell/HP etc. banners on the computer sub page.
- Watch your 'graphical elements report' more often. With this report you can quickly see the performance of all the banners on your site.
For better results 'play' with your banner-space and try different banners on your site. Watch the results daily in your 'graphical elements report' and apply changes where needed.
Good luck!
Regards,
Marcel Chaudron
Tradedoubler The Netherlands
If you have comments on this column send a mail to support.
Chronicle archive
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