The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation
The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation
Praise for The Online Advertising Playbook"Finally, someone has documented all we know about online advertising and how to do it right. As much as this confirms that online advertising really works, we know that marketers don't always get it right. The ARF's The Online Advertising Playbook provides critical insight on what sticks and what doesn't in online advertising and marketing."
—Greg Stuart, CEO and President, Interactive Advertising Bureau and coauthor of What Sticks
"The Online Advertising Playbook's principles, case studies, and strategic insights equip marketers with the best knowledge available. It will help your online advertising achieve the full range of marketing objectives, from lead generation and customer acquisition to driving trial and loyalty."
—Tim Kopp, Vice President, Global Interactive Marketing, The Coca-Cola Company
"To grow interactive marketing from here we need to institutionalize our wisdom and experience about what works. This book explains, in a disciplined way, what marketers have learned from a decade of massive change."
—Ted McConnell, Interactive Innovation Director, Procter & Gamble
"The Online Advertising Playbook is a milestone in the maturation of interactive advertising, but also an invaluable go-to guide for managers trying to make smart decisions with their advertising budgets."
—Van Riley, Vice President of Research, AOL
"The best marketing communication is spawned from what I call 'informed intuition.' After reading The Online Advertising Playbook, I am far better informed on how to optimize the online channel in our advertising and promotional programs. It's a perfect blend of case studies and research-backed learning."
—Rod DeVar, Manager, Advertising and Promotion, United States Postal Service
"Savvy marketers should take advantage of The Online Advertising Playbook's findings and principles to get real results."
—Chris Theodoros, Director of Industry Relations, Google
"A work of wisdom and rigor in the digital space that is as relevant for the newbie as it is for the digerati."
—Mike Donahue, Executive Vice President, American Association of Advertising Agencies
"This is a must-read for any marketing executive involved in online advertising. It's high time that a book looks at online advertising in the context of an integrative promotional strategy, one meant to set objectives, establish creative strategies, and measure results. The book nicely ties the various components of online advertising to relevant case studies, and the emphasis on measurement and results is refreshing. Not only is it relevant for marketing executives, it would also be a good basic text for any Internet advertising course and a good adjunct to any Internet marketing course."
—Henry Assael, Professor of Marketing, Stern School of Business, New York University
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Leave a commentIs Banner Advertising Better Than PPC?
Article by Scott Lindsay
Banner advertising was around long before Pay Per Click (PPC) advertising, and it’s no big news that PPC is the new dominant advertising tool for many businesses. After all, PPC is laser focused and very direct in working to draw a very specific customer type to your site.
Banner advertising has been described by some as being akin to the dodo bird. In essence the feeling among some is that this kind of advertising is nearing a point of extinction and may be remembered with warm fuzzies, but may not be missed.
However, a quick trip into the depths of cyber space and you will find all kinds of banner ads, and major corporations develop and use them.
Do they know something you don’t?
I think what some of these corporations do know is that banner advertising can move beyond simple static graphics. In essence many banner ads today are being developed to include bold interaction that may appear as a game or perhaps as a mini movie.
These banner ads serve a unique niche for the visually oriented consumer.
The use of banner advertising may be used when the advertising business has a fairly clear understanding of the benefit of advertising on a specific site or sites. For instance if a site draws thousands of visitors a day and your product or service fits the demographic of the site then using banner ads that can help the visitor visualize something more then PPC text has the ability to facilitate a better Return on Investment (ROI).
If PPC is the ‘everyman’ advertising method then the new generation of banner ads is for the expert advertiser. Banner ads can help you motivate potential customers to visit your site from the confines of a site they trust and a site you value for their ability to generate traffic to your site.
Banner advertising is also good for an industry specific website. If there is a site that is in concert with your business goals and directives it might make sense to look into using banner advertising on their site.
While banner advertising is not as laser focused as PPC it can be a significant help if you are willing to do your own research to see what sites may best benefit your business.
There are still banner exchange programs, but they are often meaningless in that they may send some customers to your site, but they aren’t targeted and the individuals may not be especially motivated beyond initial curiosity. Besides you may be required to place banner advertising on your site that doesn’t really fit with your demographic (or potentially objectionable) just to participate in the banner link exchange.
There is also the question of banner ad development. Unless you are especially skilled in graphic design you may need to outsource the banner ad development from a third party.
You may be able to access a low-cost or no-cost banner ad through a site like www.logobogo.com, but a banner ad will need to be created in either a visually static display or a flash designed banner with very specific dimensions.
So, to recap – the banner advertising of today requires a greater sense of business research to find the best fit for your advertising dollar and banner development is something you will need to develop as you begin to look into what possibilities exist in this refreshed advertising medium.
Banner Advertising
The number of visitors of your website will depend on the charisma of your advertisement. Just by seeing the banner advertisement they should click on them to get into your website.
By banner ads you need to target the exact market. The place where you place your ad is also very important. To the best relevant place present your advertisements. The website where we place our advertisement should also be considered. Potential customers can be obtained if you place in a popular website in the similar business domain. Choose the best keyword which is specific and relevant to your business.
The design and the keyword in your banner advertisement are very crucial. The keywords for your website should be included in your banner. Make is simpler and most attractive. Never design an advertisement giving the generic information, be specific to your product. To catch the eye of potential customers this will greatly help.
You can add flash player and graphics to make your banner ads more eye-catching. But be careful to include those graphics that will comply with the theme of your banner. Both the visuals and the text in your advertisement should be precise. It is always advisable to choose an expert to design the advertisements for your business.
Does Banner Advertising Work Anymore?
Article by Roy Bartell
Web advertising cannot be effective if the web site can’t sell. Maybe that’s why so many advertisers incorrectly focus on click-through’s as a performance metric. And, instead of fixing the problem, they’d rather use a different type approach. Some results show that the number of exposures, number of websites and number of pages on which a customer is exposed to advertising all have a positive effect on customer retention. Interestingly, increasing the number of unique creatives to which a customer is exposed lowers the customer retention probability.
Evidence shows that most consumers respond to various aspects of banner advertising. This kind of advertising shows that the returns from targeting individual customers are likely to be the highest for the weight of advertising (the number of advertisements that they were exposed to in a given week) followed by the number of sites that they are exposed to advertising on. Web banners are click able and drive traffic to your website. But on top of this, unlike many other forms of online advertising, banner ads pack a visual punch that is great for brand awareness and familiarize your users with your name and your logo.
More importantly banner ads work a lot better at building brand recognition than they do at generating click through’s, and running really effective campaigns require a hefty bank account. These factors make banner ads a great advertising deal only for larger organizations that have the budget and the long-term commitment to make banner ads successful. To maximize the results of your banner ads, new banners need to be updated and rotated, frequently.
Paid web banner ads cost money but they eventually pay a lot if chosen correctly. Free banner exchanges are not profitable due to clustering issues and would be lost amongst many other web banners. The benefits of advertising through banners are multifold. Banner ads provide direct traffic to your website as just a click gives surplus information. They are cost effective and efficient means of marketing products and services of a company. Companies gain recognition and market sharing is enhanced. Banner ads can help you train your focus on marketing investment by allowing you to choose websites.
Banner advertising cpm network is used to get your online banner advertising in front of the masses. It means that at least a couple thousand viewers can go to the web site and take a desired action by clicking the targeted banner advertisement. However, with a cpm network can higher volume of people and can generate more page to views, rather than just actions. That encourages or motivates the viewers and will increase the possibility of getting more click-through’s.
This can be done by offering information or products of value if the viewer clicks on advertising banner ads, or by making the banner attractive or animated enough to encourage a person to click on it to find out what it’s all about. Banner advertising through paid medium is a good way in web banner advertising since it can promote and advertise your site on search engines and directories.
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Banner Advertising
The saying “That which is seen is sold” appropriately fits here, as in some scenarios, contextual ads just don’t work and one need to be able to take greater control over what content is shown in ad space and does that be able to capture the strong attention of large mass of target audience ?
Taking an example of jingle on a radio, hearing it doesn’t make you feel compelled to buy any product suddenly. But with the gradual passage of time, listening jingle over and over, and eventually, develops awareness of the company or its product. Same way the most banner advertisement, are not mend to create an immediate impact .Thus in order to generate sudden awareness about the services and products, the banner advertisements needs to be best among the lead.
Online banner advertisement is an inseparable part of online advertising .They are eye catcher and very interactive in nature.
It is done in a way, so that the advertiser gets maximum exposure for its products and services, thus helping a viewer to become more familiar with their brand.
Internet banner advertising has an additional advantage over other banner advertisements like newspapers because readers act on their curiosity immediately after going through the advertisements, thus giving the response immediately. Moreover, if the customers find the products and services interesting they would place the orders instantly.
Irrespective of whether any business is already an established business or an upcoming business entity, internet banner advertising is one of the best ways to advertise and to promote their business online or it gives them an edge of gaining popularity and visibility.
Due to immense competition one’s business needs to stand out, in order to give their business an unique identity.
The online banner advertisement works through a banner network or ad network. The banner network comprise of advertisers, agencies and publishers. Cost incurred in it is less, and this business model is based on cost per click , page, impressions and lead acquisitions. From the statistical data it has been seen that its usage rate has been multiplying into a huge amount in a very small span of time.
It is considered to be moving at a much faster pace than SEO because even if your website is on the top of the search result page, the user may not click your website.
Similarly there are many online banner advertising companies on the planet but XAPADS is one of the fastest growing advertising networks mainly in banner advertising. XAPADS is very cost efficient in comparison to other ad networks. Its usage medium is very effective and efficient in attracting prospective customers, hence proving “survival of the fittest and the best” theory. Therefore, we believe in doing experiments and thus knowing “what works and what doesn’t works”, continuing to reap profits for years.
What is Banner Advertising? www.majon.com What does Majon provide? One thing to know about banner advertising is that the more times that your ads are displayed to a greater number of people …. the more familiar that your company and business will become to prospective customers. This is called building brand awareness. All the best and most successful businesses know that “on average” you generally need to make as many as 4 – 7 impressions on a person’s mind before their awareness will begin to warm up to the idea of making a purchase or trying a product or service. Banner advertising is one great way to drive targeted traffic direct to your web site & at the same time build the brand awareness for your business & products to the internet public. Our banner advertising network is an established, proven successful, high-quality network of tens of thousands of web sites with hundreds of thousands of web pages. Majons network is currently delivering banner impressions and click-thru’s at a rate of well OVER 400 million banner ad impressions and hundreds of thousands of valuable click-thru’s from targeted interested people who are ready to make a purchase. You Can Boost Your Targeted Traffic & Build Your Brand! •Delivers Volumes of Traffic – Buy Impressions and/or Click-thru’s •Geo-Target Your Preferred Advertising Regions & Acquire the Customers You Need •Chose From Over 44 Different Targeted Categories of Sites to Show Your Ads •Select Gender, Age, Time of Day & Ad …
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How to Make Use of Cheap Internet Banner Advertising
Banner advertising played a major part in market trafficking all over the internet and many individuals and companies have bought themselves these cheap internet banner advertising. Some made use of it financially; others have no idea on what to do with it.
With your cheap internet banner advertisement, would you just sit in front of your computer and wait for people to notice you? Would you let your company get trampled by other company’s marketing strategies?
Okay, so you admit you bought internet banner advertising, but does that mean you won’t do anything about it because it costs cheap?
These following steps will help you get up on your feet and make your cheap internet banner advertising priceless. With these simple instructions, there will always have traffic on your website.
First, to be able to capture the attention of your target audience, your title and topic should be thought of with concern. You have to make the people believe that your cheap internet banner advertising is worthy of their time. The advertisement has to meet the audience’s need.
For the people to bring attention to your internet banner advertising, you should be able to raise the curiosity and convince the people. You should be able to deliver your products or services with strong words that may lead the target audience at deciding.
You should be able to constructs words on your advertisements that could lead the target audience that you are directly talking to them to give a sense of familiarity on your services.
As you persuade the people by calling for them and directing them to buy or entail your services, they give importance to your business proposal. Your cheap internet-based banner advertising will become one of the sought for ads there are.
Make sure to present your ads to the global community repeatedly to get them familiar with you and your services.
Always remember that having a website doesn’t mean it could sell products by itself. You must be sure to accompany it with marketing strategies. By buying banner advertising, you or your company would save time and money while achieving market sales. These internet banners advertising may come cheap, but it could lead you or your company to riches.