The Short Lives of Banner Ads

While Internet advertising is still HOT! No one seems to have the expertise yet. With click through under 1% in most cases and a little higher in B-2-B, there is a great deal to be learned. Lets look at some new industry information.

The majority of all online ad banners have very short life spans, according to a new report released by AdRelevance, a division of Media Metrix. Shorter campaign life spans concentrate impressions, thus increasing the shares of voice and market the advertiser is able to achieve. This technique works well with short term direct marketing efforts. Industries do differ slightly in the average banner run length, with automotive ads running an average of 7.8 weeks -- almost twice as long as the average duration for a hardware & electronics ad, which typically lasts 4.1 weeks.

The report states that on the Internet, an overwhelming majority of advertisers have less than a 0.01 percent share of advertising impressions.

1. What to do, rotate the ads testing their strength.

2. The use of color does help and so does motion.

3. Simple "billboard" style banners work the best, be direct.

4. Make it worth the viewers while to click through.

5. Get reports daily, watch the results on your own micro-site.

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