We're not fans of banner ads mostly because the actual click through rate is lousy and, for the most part, banner ads are major distractions. And, now that some outlets are focusing on "pop-up" banner ads it's really distracting.
However, they are revenue. And, for folks who create, sell, and push banner advertising we understand.
Our recommendation is that unless the media company is GIVING you the banner ad to make the sale. Forget about it. Here's why:
There are better ways to getting consumers to notice your product or service:
- Engagement - Advertising/Marketing takes work. Simply buying an ad (any ad) can be a waste of time and money if you don't have the engagement behind the advertising. Talk to your customers...more;
- Video - When we look at click through rates (CTR) for banner ads it comes in at about 0.11 %. However when you look at the CTR for mobile video a staggering 11.8 %.
- Native Advertising - This is organic marketing that simply engages the consumer and feels "natural" in the digital stream. We like a bunch and when combined with video...it rocks.
Basic to all of this is that you must know to whom you are marketing. If you know your consumer you can drive more in that direction. And, in this case if you are selling a specific into a specific market perhaps banner ads will work. Know thy customer!
Here's a link to the Click Through Rates in Digital Advertising.
Thanks for reading!