A Buyers Guide to Banner Advertising - Part 2

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Advertisers will make use of different statistics depending on the requirements of their product, but most will consider all of these elements when considering the effectiveness of a banner ad.

There are three basic options for an advertiser looking to post a banner on other websites:

• Arrange to display other Web sites' banner ads in exchange for them displaying its ad.
• Pay publisher sites to post its banner.
• Pay an organization to post the banner on a number of publisher sites.

These three methods can take many forms and advertisers and publishers must choose the specific arrangement that best suits them. Exchanging banners does consume a lot of time, and in order to get your advertisement effectively viewed on as many sites as possible, it is recommended that you seek out a suitable agency that specialises in the networking of banner ads.

There are no definite rules as to what makes a banner ad the most effective. As with all advertising, what separates one good banner from another is largely a mystery. A lot of successful banner ads are the result of trial and error experimentation. That said, there are a few guidelines which can be followed on order to make the most of your campaign:

• Post banner ads on pages with related Web content.
• Advertise a particular product or service in your banner, rather than your site generally.
• If you do advertise a particular product or service, link the banner ad to that part of your Web site, rather than your home page.
• Put banner ads at the top of the page, rather than the bottom end.
• Use simple messages rather than long complicated ones which might lose the viewer’s interest.
• Use animated ads rather than static ones.
• Keep banner ad size small. If the page takes too long to load, visitors will move on to another page.

Viewers generally have a very short concentration span, so your ad should get the gist of its information across within the first few seconds. The most important things are to make visually appealing ads with interesting content and to intelligently place the ads so they are exposed to audiences that would be interested in them. Combining these qualities is a simple notion, but effectively accomplishing this is a complicated art, which in most cases is more effectively dealt with by professionals.

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