I was chatting with a business associate the other day when I brought up the topic of using banner ads. He looked at me as if I had lost my mind, then said, “Banner ads?!?! Do those still work?”
Well, yes, they do.
While I am all in favour of new and innovative online marketing techniques, it’s a tad premature to be retiring banner ads to the online marketing graveyard.
# Those ‘plain old’ banner ads are sometimes the only means, or the fastest means, to integrate an advertiser’s message into a desired media property (Website or email newsletter).
# Banner ads have been around for over a decade now, so all the stakeholders (advertisers, publishers, and consumers) are familiar with how they work.
# There are now well-established design principles and best practices for banner ads so that creating an effective banner ad is no longer guesswork.
# Unlike most online marketing tactics, there are actually commonly accepted industry standards for banner ads. Perhaps a few too many standards, but I digress…
# Static or animated GIF banner ads are easy to test, simple to traffic, and rarely malfunction.
# In addition to their ability to be a direct-response vehicle, banner ads can have a positive impact on an advertiser’s brand. Studies have proven this.
So, at the risk of sounding like a neo-Luddite, don’t forget the ‘plain old’ banner ad. They may not be appropriate for every campaign you work on, but make sure you always put them on your “to be considered” list.