Banner Focus

The mainstay of the Internet ad business has always been the click-able banner advertisement. Recently however, the question of banner advertising effectiveness has risen. Are those innocuous boxes in the corner of the screen really the best bang for your Internet ad dollar?

Recent Nielsen Media research shows banner ad click-through numbers are diminishing - thus reducing the sheer number of prospects moving through the possible purchase or prospect qualification process. The trend is indicative of current web users habits. Fewer people are "surfing" without an objective, and more users are moving with a purpose to retrieve specific content. This development is not necessarily a problem for marketers, as long as their banner ad placement corresponds to that very specific content that the web user is looking for.

The marketers web media decision at this point is similar to the traditional decision to market to a broad audience (broadcast) or to a narrow audience (target). General consumer product marketers may still be able to place banner media at the portal level and be effective. However, marketers of niche consumer products or business to business products or services definitely need to focus on targeting their web media. Banners placed in strategic locations will bring more qualified leads to a site, while keeping ad costs lower.

The question is not whether to do banner advertisements, but rather how to target ad placement strategically to produce positive ROI.

About the Author

:To contact see details below.


DBMarkets@aol.com
http://www.msdbm.com