videocamera.jpgI read a fairly compelling article recently about Marketers Seeking a Banner-Blindness Cure. What does that mean? It means us marketers are having a hard time getting people to pay attention to our banner ads. It was just a few years ago that banner ads were hip and cool…now a static, ordinary banner placement is considered “old school” and out of style.

Today streaming video and mini, micro websites are being embedded into banner placements. I’m sure you’ll see a few streaming video ads for the new Harry Potter movie. These are new, fresh, and getting clicks. Accompanied with a solid landing pages, bounce rates will also decrease.
Even on this site, I’ve written and raved about innovative and eye catching online ad campaigns by Marvin Windows and Tellabs. I’ve even touted companies like Revcube who are putting out analytics to drastically improve an integrated online marketing program.

But, what happens when your budget doesn’t allow for high-end video productions that can be embedded into your banner? Should you throw in the towel on banner advertising completely? Absolutely not - you just need to be more strategic. Here are some tips:

  • Be Selective on Placement: I’d rather go for quality rather than quantity. For instance, if there is site on which I’m interested in placing a banner, I’ll pass on the more expensive front page placement. Visitors are looking for content here - not ads. I typically will opt for something one or two clicks into the site where the visitor has reached their content (subject specific portals, for instance). I find people’s minds are more open to clicks after they’ve reached their destination. Plus, ad buys are cheaper the deeper you go.
  • Have a Call to Action: Know your audience on the page you place the banner. What would they want from this page? I like to offer white papers or other relevant content. I think people have become numb to the “free giveaway” and “big rebates” messages.
  • Blend in: There is a case to made for ads that stick out, but the other side of that debate is blending your banner in to the design of the page. The visitor might be more apt to click when the ad looks like more content from the same site.
  • Follow-up: Make sure your landing page imitates whatever you’ve put in the ad. The person who clicks will be looking for instant confirmation that you’re following-up on your promise in the ad.

Most importantly…experiment! Try new messages, new designs and new placements. Not every recipe tastes good on the first try.

Any other thoughts for getting clicks for display ads?

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