Building Better Banner Ads

(Online Dating Advertising) When you do banner advertising, the design and execution of your ad is vital. But so is the way you run it. In the video below banner ad expert Mike Blinder shares some tips on creating a better banner ad campaign. One of the tips is to switch out your banners virtually weekly, while keeping your branding the same (i.e. on a skyscraper ad you change the top part, but not the branded bottom part). This helps prevent ad blindness on the part of the user while maintaining your message.

Here’s Mike Blinder on building better banner ads:

Mike Blinder on Building Better Online Banner Ads- Digital Advertising Sales Training

Banner Ads Influence Search Behavior

(©Online Dating Advertising) A study by iProspect has found that banner advertising influences search behavior, making it important for online advertisers to use banner ads with search advertising and vice versa.

According to the study, the effectiveness of banner ads should be measured through search behaviour as much as by click-through rates, a survey from iProspect has found.

iProspect studied the behaviour of visitors to ad-supported sites for the research. The company found that nearly as many netizens who click on banner ads will conduct searches for brands associated with the ad, and nearly half of all audiences on an ad-supported site will eventually perform a search that is relevant to the ad they saw.

The study highlights the vital connection between display ads and search engine marketing.

“This new iProspect study goes beyond previous studies about the importance of integrating the offline and online marketing mix,” said Antony Yiu, search director for  iProspect Hong Kong. “Marketers should shed the old dotcom era mentality of using only display ads for their online campaigns and instead utilise a more synergistic approach of integrating both search and display ads to earn exponential returns on their advertising investment.”

In addition, the study  found that 31 per cent of netizens respond to display ads by clicking on them, compared to 27 per cent who respond by conducting a search for the brand, product or company.

Twenty-one per cent instead choose to type the company’s URL into their browser and nine per cent find relevant information from social media sites.

According to iProspect, a total of 52 per cent of internet users actively respond to display ads.

The study also found that 33% of respondents to an online display ad go on to purchase from a company with which they are familiar, compared to the 14% who learn about a company for the first time from a digital display ad.

1,575 American internet users were used in the study.

Editorial Note: The one thing from this study that shouldn’t go overlooked is the part about people who purchase from a company they are familiar with versus purchasing from a company they are unfamiliar with. This aspect of the study emphasizes the importance of branding. Many times, the only importance put on a banner campaign is that of “how many clicked and how many bought?” The key is, however, how well did that banner do at putting an impression of your company into the minds of readers? In this instance branding is more vital that the initial click-through or purchase rate because it is the branding that will help make your company be a “familiar” one with users, thus increasing future marketing efforts. Of course, branding requires techniques of its own to be more successful. Type in Branding in our Search feature (top right-hand sidebar) to read some good branding articles from this site and Online Dating Magazine.

Banner Ad Recall Highest Among Related Sites

(©Online Dating Advertising) A study on banner ads found that recall was highest when the banner advertising appeared on sites whose content matched the ad. For example, recall for online dating services doing banner advertising would be highest when those ads appeared on other online dating related sites, like Online Dating Magazine.

The 2009 study was conducted by Condé Nast and McPheters & Company. Specifically it found:

  • Ads running on sites with related content were 61% more likely to be recalled than ads running on sites with unrelated content.
  • Recall of ads varied by site type.
    • Social network, shopping, and food sites generated the highest recall levels (29% to 39%).
    • Search and portal sites generated the lowest recall levels.
  • There were large differences in recall by type of product advertised.

“The magnitude of the differences we found offers compelling evidence that targeting by site yields important benefits for advertisers,” says Scott McDonald, Condé Nast SVP/Research.

Drew Schutte, SVP and Chief Revenue Officer for Condé Nast Digital, adds “while we have long known that context is important for print advertisers, we welcome proof that the same is true online. These results reinforce the importance of a marketer being associated with category-specific Web sites with established brands.”

In the study, each of the 400 ads for which recall was measured was associated with the Web sites in which they appeared. Ads were segmented by whether they appeared on Web sites with related content. Recall of ads was measured among Internet users who were directed to surf the Internet at will for 30 minutes.

Apple Takes Banner Ads to the Next Level

(Online Dating Advertising) For well over a year, Apple, one of the kings of the advertising world, has been using advanced banner advertising techniques in order to create interest in its products while effectively presenting the same branding messages across multiple platforms (i.e. TV and the Internet). The video below shows several of these ads as seen on sites like the New York Times and CNN.

Apple has always been known for “thinking outside of the box” and they’ve shown that with how they’ve used technologically advanced banner ad campaigns to get their message out. And more importantly, the branding ties in with their other advertising venues to create a seamless message across multiple platforms. When considering advertising for your online dating Website, try to think “outside the box”. You want to grab the users attention in a unique way that will help your ad “go viral”. That, of course, is easier said than done, but it’s amazing what some research, brainstorming, and chocolate can accomplish.