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Banner Ads: Death and Resurrection
Back in the 90's, many internet companies were making their
money solely off advertising. They would create content for a
site, but then not sell anything but advertising on the site.
And the companies paid for the advertising. Any company would
advertise on any type of website. The point of the game back
then was getting your banner on as many sites as possible.
Then came the dot-com bubble bust. And companies started pulling
out everywhere. Investments, staff, everything. Paying for
banner ads was no exception to the rule. An overall lack of
effectiveness of remaining banner ads caused the advertising
method to slowly die out.
Well, almost.
Crafty marketing individuals had watched the whole thing
carefully. With banner ad pricing dropping across the board, now
was the time to get the best bang for their buck. But how could
it possibly work? Banner ads had been shown to be largely
ineffective.
Two words: Targeted marketing. These advertisers knew that it
was just plain dumb to advertise your Christian a cappella
group's website on a flash games website. No, you needed to
advertise it on the website of a Christian publication.
See, those who make banner advertising work for them today knew
the whole time that banner ads are, in many ways, no different
from other types of advertising. Mass marketing to the
population as a whole is largely unsuccessful. Banner ads were
no exception to the rule. However, careful, selective targeted
marketing can prove useful in any form.
So if you are thinking about getting a banner ad on a website,
consider the following:
1. Is the demographic of this website the same as the
demographic of mine?
2. Does this website get enough traffic to make the cost worth
it?
3. Is your target demographic large enough to make banner ads
wise?
As with any marketing plan, banner ads should never be your only
method of promotion for your website. However, combined with
other methods, targeted banner ads can still prove effective.
About the author:
Tim is the owner and senior web designer at T&S Web Design. His
company has developed and maintained website for dozens of small
businesses and organizations. Tim also maintains a blog with
free website advice for small business owners, GetASiteOnline.com.
Written by: Tim Priebe
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