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Banner Advertising seems to have lost the race of preference to the PPCs (Pay Per Clicks). Advertisers suddenly became attracted to PPC where they have to pay only when the user clicked on the ads. However, the days of the Web Banners are far from over as the Internet Advertising Agencies are using creative ways to renew them. What the Banner Ads lack in the quantity of clicks, they are covering with quality. Banner Advertising has been the traditional method of Online Advertising. The Web Banners placed at the top, sides, or the bottom of a webpage, have been the oldest known faces of Online Ads. It was only later that methods like PPCs changed the nature of advertising on the internet. The following methods that have been discussed focus on breathing life into the Banners and increase their interactivity: • The most important reason why PPC gained in popularity is that they appear only when the user searches for the relevant keyword. Banners should attempt to find the same levels of target accuracy and thus associate themselves with the relevant websites only. For example, a Banner at the website of a car dealer leading to a car loan provider would have almost the same relevancy as a PPC. The decision of which websites to associate the banners with will involve predicting the immediate or the next requirement of the visitors. • Banners can be much more attractive than PPCs as they allow for much greater freedom. Innovative attempts like videos can be used to increase the impact of the ad. Banners traditionally lead the user to a landing page. It would be a good idea to show a short video highlighting the brand when the user moves his mouse over it. The user would then have a better idea of what he is to expect. This technique, that embeds a full ad into the banner, increases the relevancy of the traffic too. • Ensure that the landing page to which the banners lead to are relevant to the ad. Banner Ads leading to irrelevant landing pages are one of the most prominent causes of high bounce rates. • Advertising Agencies, in their attempts to attract the users often use unrealistic offers as tag lines. It is very important to stay realistic and refrain from using such techniques. Remember that if a user who has clicked with an intention to buy finds out that the tall claims have fallen flat due to hidden costs and other conditions not highlighted in the banner, he may shy away from the brand forever. • Even for the same campaign, use different banners. If not anything else, then the design has to be changed. It is highly possible that the same user may visit both the sites within a short duration. A difference in presentation is bound to create a positive impact then. Deciding the various designs and presentations should be done considering a multitude of factors like audience segment. • Localize the banners. A banner for an overseas company in a page celebrating a festival of India should be customized accordingly. Banner Advertising in itself has not become obsolete. In fact, some of the Internet Advertising Agencies recommend using both banners and PPCs for optimized advertising. If the requisite changes are made and implemented, the banners can still be a highly effective method of Internet Advertising. MAD-The leading Online Advertising Agency which helps you to promote your business through Internet Advertising, Mobile Advertising, Digital Advertising, etc. MAD is the largest Web Advertising and Banner Advertising Agency in India.
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