If the average clickthrough rate of banner ads stands at around 0.1% wouldn’t you consider banner ads an ineffective form of advertising?
The truth is that it depends on what you intend to do with those display ads. More often than not they’re there for 3 main reasons:
1. To Create Awareness
Advertisers know that response rates for advertising are low. Their main purpose in putting up advertisements, however, is really to create awareness towards a certain product. Imagine movie billboards across the highway coming up a few weeks before their release. They basically inform you of what’s coming out in theatres in the near future, giving you time to determine for yourself whether or not you would want to go see that movie. The same can be said for banner ads. They’re basically there because they’re trying toâ€¦
2. Convince You to Possibly Buy a Product Sometime In the Future
In other words, they want that ad to seep deep into your consciousness and fester there until you eventually find a need for that type of product. If you’ve suddenly decided that you have a craving for some donuts, for example, TV ads and billboards remind you that these particular business’s donuts are still in the market. Other types of ads, however, are more focused onâ€¦
3. Promoting A Brand
Imagine watching clothing advertisements that promoted a certain hipness or style, a style that was incidentally in fashion. Or perhaps it’s a more vintage style that reflects your inner self, a self that you want to express more outwardly through your clothing. Watching or viewing ads that cater to your own personal style and sensibilities, then, is exactly what they want. In a sense, businesses use this strategy to either uplift their brand, or target a certain niche.
It’s All About Design
When it comes to banner ads, then, design is of utmost importance. For one thing, nobody like flashing banners. They are distractions to the primary content of your blog. In fact, more often than not they make visitors want to leave instead. Well-placed and well-targeted ads should be your goal. You want the ads to be relevant to your viewers and the niche that your blog or website caters to.
Go For More Responsive Ways of Advertising
TV, billboards, radio, and many types of internet advertisements are an expensive means of acquiring an audience. There are better and more practical ways, ways that make use of the more powerful word-of-mouth rather than random display advertisements. Even popups, in fact, create more response and clickthroughs for your website (when used properly).
Overall, banner ads are essentially no different from TV ads. In fact, certain marketing and copywriting experts suggest other, more effective ways of increasing your traffic and your audience. They promote a kind of permission marketing, the more popular of which is email marketing. Email subscriptions have a ton more benefits and advantages over even the biggest social media networks there are online.
Of course, all this doesn’t necessarily mean that banner ads are worth nothing. They still do, after all, generate income for a lot of blogs and websites.