Planning your banner advertising30 June 2005
A banner advertisement is a graphical image used for advertising on the web page of a high traffic web site, which is hyperlinked to the URL of the advertiser's web page.
Banner advertising is one of the most popular modes of advertising on the Internet and can be either static, animated, or rich media. The banner loads with the "host page" and an intrigued visitor simply clicks on the banner to take them to the advertiser's website.
Banner advertising can be one of the most powerful tools available to the web marketer, however some simple rules should be kept in mind.
Agree objectives
The first thing to do is decide on what you are trying to achieve with a banner advertising campaign. It could be attracting customers directly through the ad, building brand awareness or making sales. Of course the likelihood is aspects of all three could be achieved but goals should be agreed at the outset.
Focus on your target audience
It is important that you identify and focus on a target audience to ensure you get maximum effect from your banner campaign. Your banner methodology can then be adapted accordingly.
Think about banner locations and costing
When you have agreed the banner objectives and target audience you can decide on which sites and in what way your advertising would be best presented - an advert for sausages wouldn't get much custom on a website for vegetarians.
Create high-quality ads
In a competitive marketplace it's important to create banner ads that stand out and grab attention. Impressive graphics and scintillating content help to create some great banner ads that are really attention grabbing.
Evaluate regularly
It is important that you keep up to date with your banner campaign and regularly evaluate it against your goals and budget. If something isn't working don't be afraid to change it.
