Banner ads are a subject that, if more people cared about them, would be a hotly debated issue. There are articles all over the web arguing every side of the display ad issue. Some say banner ads are dying, not effective or losing ground, others are saying they are cost effective, gaining a new breath and gaining ground. Some say interactive ads preform best while still others say text ads are the way to go. So what is the right answer to go with? Who, if any, is right? I think it’s a case of everyone is right and wrong all at the same time. The marketers saying interactive ads work best are the ones that have had the best results and most likely put the most effort into interactive ads. The business owner saying banner ads are on the way out probably has tried, spent money and has nothing to show for it thus, believes they don’t work. It all comes down to what is true for that marketer or business is what their experience has been.
Display or banner ads are not good or bad in and of themselves. There is not really any way to say what type is the best. Banner ads are a tool that can be used in many different ways and for many different purposes and they either pay off or fall flat based on the skills of the person using them. Knowing what type of ad to use for the user you are trying to reach is a critical factor in determining success rate. It is like anything else–the more you know and more skills you have the better choices you will make and the better your results will be.
Let me give you a couple examples of what I am talking about here. One of the websites that I use all the time is Pandora. I love that site and when I am working it is generally running in the background just as it is as I write this. Pandora uses banner ads. For the most part they are static ads about things that everyone uses such as cars and groceries and things that most people need or use. They are not targeted to me as an individual, they are very general–like you would find on TV commercials. I don’t know how well they work for Pandora or its advertisers, but they work well enough for companies to keep paying Pandora to advertise there. For me they don’t do anything. I don’t pay any attention to them and I am too cheap to pay to have the ads removed with Pandora’s premium service.
I found an article by about the “Best Preforming Banner Ads of 2011” on Ephealy.com that showed the best ads used for gaming websites. The ads are very visual, have little text some of them don’t really have any calls to action that I could see. Yet these were the ads that worked for the gaming audience. These were placed on gaming websites and other websites used by gamers. They worked because they were of interest to the users of the websites they were put on. The marketers knew their audience.
TrafficVoodoo.com posted a video on Youtube.com called “Banner Ads That Convert Like Crazy And Get Tons Of Traffic” that talked about the banner ads that worked for them. The ads that worked for them all had the following elements in common:
• Text Ads
• Good, Solid Headlines
• Used Red, Black and Navy Blue text
• Clear Calls to Action
• Link Blue underlined text (Click Here)
Now this is in total conflict to the best banner ads for gaming websites, yet this type of banner ads worked so well for TraficVoodoo.com that they posted a video to show potential clients to try to gain new business.
The point is that both of these last two examples worked for the marketers using them because they knew their audiences and figured out what worked best for their needs. They had the knowledge and experience to make it work and work well. It does matter not what type of display ad you like or how much money you throw at it that counts. Using the right ad in the right place for your target market to reach your goals is they way to achieve success. The more you know the better you will do.
“Best Preforming Banner Ads of 2011” posted January 2,2012 on ephealy.com (http://ephealy.com/2012/01/02/best-performing-banner-ads-of-2011/)
“Banner Ads That Convert Like Crazy And Get Tones Of Traffic”, video uploaded July 15, 2010 on Youtube.com (http://www.youtube.com/watch?v=yl8WfV1i71k)