When used correctly, banner ads can effectively introduce the user to the brand and ultimately influence their decision to further research the brand.
The ‘fall of the banner ad’ has been well documented and written about often. Everyone seems to think that banner ads are dead. Yet, they’re everywhere! Why? They still work.
Despite the grumbling about the unpleasant aesthetic and cluttered websites caused by banner ads, they remain a key part of a broad marketing campaign.
The truth is, publishers, not advertisers, decide how ads are being displayed. The onus of making ads palatable and relevant is just as much on the publisher as it is on the advertiser.
Besides, the fact remains that banner is a cost-effective way to generate brand awareness and develop more detailed analytics.
Banner ads have more than just click through value. In fact, the click-through metric is not very useful when analyzing the effect of banner ads! Since 54% of people don’t click banner ads, they should be thought of as a way to drive brand awareness.
But, when used correctly, banner ads can effectively introduce the user to the brand and ultimately influence their decision to further research the brand.
If banner ads are done well, they become a part of your brand and help your brand reach further. When retail customers walk through the door, you don’t credit the desk clerk with getting them there!
Unlike native advertising, banner ads can be widely distributed over many, many sites and remain relevant. When your ad is served to people who were recently researching a related subject, it’s adding to your brand’s relevance with the user.
If only your TV could give you personalized ads! People rather see an ad that potentially applies to them personally than a more generic ad.
Ads are particularly effective when they’re cute. Or funny. Or otherwise pleasing.
Banner ads increased brand recall and intent 15.8% and 9.4% on the Android Wear ad campaign. Their ads were compelling, concise, and clear, and that made for a successful campaign.
The sheer number of banner ads on the web shows that smart marketers know their value. Video, native, and in-app advertising absolutely have their uses and are extremely effective. But as a workhorse, a brand ‘introducer’, and a brand ‘influencer’, banner ads get the job done with remarkable efficacy.
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