Re: Banner ad efficiency: banner, flash banner, or no banner?

From: Dejan Bizinger <debizi_at_yahoo.com>
Date: Tue 04 Mar 2003 12:11:06 -0600

This posting is in response to R€nyi Zsolt: "...Or, should we
just screw banner advertising until people show more interest in
banner ads (if they ever will) and try something more efficient,
such as PR articles, etc. Or spend more on the offline part of
our mix?"

Maybe, you can say that 0.5-1% is a reasonable CTR for banners,
but believe me, not many banner campaigns have even that low CTR.
Your 0.2-0.3% is some average in the banner industry. However, CTR
depends on many factors such are product or service that you are
advertise (is it something brand new, some breath-taking service or
something that already has many competitors), banner design, web site
where you put your banner, quality of the visitors...

However, I think that there are other marketing techniques that
can be much more useful than banners. Personally, I don't like those
banners like: "Catch the monkey and get $20". People don't like to
be screwed. If you see combo-box on the banner you expect that you can
choose options and not to be taken to some web site. Those banners
which really offer what you see (for example banners or so called "mini
home pages" at Yahoo) can be useful in getting new subscribers and
customers.

I think that you will have better results in email marketing or in
writing PR articles for online and offline magazines. Also, offline
promotion such is giving flyers to people at some sport event can be
useful for your market positioning.

HTH,

Best regards,
Dejan Bizinger, Contributing Editor
SKYLIST Solutions
http://www.skylist.net







Received on Tue Mar 04 2003 - 12:11:06 CST