Firstly, if your gran is a digital marketing expert – I do not intend to, literally, teach her how to suck eggs. She’ll already know about banner ads.
However, your gran might number among the many who don’t know what banner ads are but badly want to know the answer.
If so, consider pointing her in the direction of this blog.
And don’t worry, we know it’s not you who doesn’t understand banner ads. That’s fine, really; we know it’s your gran. Don’t sweat it.
So, what are banner ads?
Banner ads have actually been around for a very long time – far longer than the time the internet has spent on the planet.
Historically, a banner ad was something you’d see stuck to the side of a building or hanging from a purpose-built hoarding at the side of a road. And those still exist.
Digital banner ads are just the same but appear on websites. Their purpose is identical to their forefathers; they aim to grab your attention and point you in the direction of a service, product or brand.
What is the purpose of banner ads?
It’s easy to dismiss banner ads as being annoying and capable of nothing more than getting in the way of a web browsing session. But, when designed correctly and targeted specifically, they’re great marketing tools.
If you’re a business, you might want to use banner ads for one or several of the following reasons:
- Brand awareness. You want people to easily recognise your business and its products, right?
- Lead generation. Just like any form of advertising, the ultimate goal of the ad is to sell more stuff.
The difference between digital and traditional ads is that the former can be used to target specific people who have, for instance, visited your website without buying something.
Advertisements are usually placed on high-traffic websites and linked to the content on the page itself.
The website’s audience plays a big role in the placement of banner ads, too; it has to be more or less perfectly matched with the banner’s intention.
Why do banner ads work?
If you do your homework properly and work out where to place your banner ads and in front of which audience, they can be highly effective.
The success of a banner ad is usually measured by the number of click-throughs it delivers to your website. And that’s the point; it can be so easily assessed – this makes banner advertising eminently easily to test, tweak and refine for the greatest click-through rate (CTR).
Great! But how does one get started with banner advertising?
If we’ve got your gran excited about banner advertising and she’s itching to get some ads running, these are the three things to consider:
- What’s the goal of the campaign? What product, service or event are you looking to promote, and what’s the end goal in terms of sales figures or attendance numbers?
- How much can you afford to spend? The budget plays a huge role in banner advertising. It’ll take time to get right but start small and experiment to find the sweet spot in terms of return on investment.
- Who’s your audience? Who do you want the banner to display for? What websites are they likely to be found on? What messaging and imagery is likely to catch their eye?
Once you know the above, you can get started. Although, your gran will probably want a bit of help in terms of design, placement and strategy – so make sure she picks a great digital marketing team to assist with those elements!