Some info about banners
One of the most important characteristics of the banner is the ratio of the number of clicks on the banner to the number of its impressions.
For example, if the banner was displayed on a page 1000 times, and clicked and, accordingly, 50 people had a chance to get to the the site, the response of such a banner is 5 % .
According to statistics, the average response (“click / through ratio”, CTR) for banners used in the WWW, – is about 1%, and there is a trend to its gradual decline.
Nevertheless CTR is not an absolute guarantee of the effectiveness of the banner.
The banner can be nice and mystifying, making the user click it. But starting the loading of the site and approximately realizing where he got, the user can easily click “back” button in his browser.
Using on the banner attractive text and images, but unlikely to be relevant, you may invite more intrigued visitors, but on the other hand, you may lose people really interested in your service, and consequently, truly valuable users.
You should not discount the role of the banner as a means of branding.
If the CTR of the banner is 2%, this does not mean that the remaining 98% were wasted.
However, the banner with clear text outlining the content of the site isn’t also the correct decision – it usually has very low CTR. It is hard to remember it and it does not create a positive image.
Effective banner should be well done artistically and technically, since poor design soon shows the lack of solidity of advertised server / services.
It also must be original (be memorable) and intriguing (to awaken curiosity), but also give an idea about the nature of the advertised server / services and create a positive image.
Formula AIDA (attention, interest, desire, action) works fine for media advertising in the Internet, known in traditional advertising. The formula is a sequence of tasks that faces the advertising appeal:
- Attention – means drawing attention to the advertising appeal. If the user does not pay attention to advertising for at least a split second, then, of course, nothing will happen, and the good of such advertising is practically zero.
Placement and advertising appeal are responsible for attracting attention – and how markedly it contrasts with the environment. Animation here is definitely a plus;
- Interest – means to catch the interest of the subject of advertising. The goal is for that split second, during which the user would turn his attention to the advertising, hold his attention and interest. Realization and advertising creative, as well as appealing to the audience have special meaning;
- Desire – means the desire stimulation to use the advertised offer;
- Action – means in most cases, clicking the mouse and moving to the advertiser’s site, all subsequent actions (including participation, purchase, etc.).
Any product can be used for advertising, for example goods produced by metal machining or a variety of services, etc.
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