|New Online Ad Banners Compete with Pay Per Click Marketing
While every “for profit” business shares the ultimate goal to increase sales from their online (Web) activities, there are different ways to achieve this.
Some companies have a low-price item that doesn’t require a lot of purchase decision-making and others (like homebuilders) sell a product that is the biggest investment most people will ever make in their life.
Regardless of the buying cycle of your product, everyone shares the desire to drive traffic to their Web site — in the hopes that the Web site will provide the marketing and sales tools to ultimately convert that prospect into your buyer.
We’ve always been advocates of using pay-per-click marketing to drive traffic to your site, as it seems to be a ‘no-brainer’ that you need to have high search engine rankings for particular keywords, since 81% of all purchases are researched on the Internet first.
We weren’t huge fans of banner ads, because research had shown that they didn’t provide the same click-through value as PPC, and they weren’t known to be as effective as other advertising. However, those times have changed!
The Online Publishers Association (OPA) has introduced three new display ad units that will give marketers a better opportunity to capture the attention of the online audience, and compel them to make an immediate decision (usually a click to your Web site), as well as to provide a more ‘memorable experience’ that will support their ad branding campaigns.
The three new ad formats are:
The Fixed Panel: 336 wide x 700 tall, remains constant as the user scrolls to the top and bottom of the page
The XXL Box: 468 wide x 648 tall, opens for seven seconds to 936 wide b to 936 wide x 648 tall with 1/24 x frequency
The Pushdown: 970 wide x 418 tall, opens to display the advertisement and then after seven seconds, rolls up to 970 wide x 66 tall, with 1/24x frequency
You can view samples of the new ads by visiting the OPA Web site, and you will no doubt start to notice these ads during your online browsing.
What does this mean to you, the advertiser? These new, interactive ad formats provide an opportunity for you to incorporate your brand messages more impactfully. You just might be able to create and deliver an online ad that can generate viral marketing because of its unique or entertainment value. Wouldn’t it be great to see an online ad with the memorably staying power of “Please don’t squeeze the Charmin.” (I’m dating myself with that one, I know.)
If you are looking for an interactive Web development company to help you with your online advertising or Web site improvements, please contact us at info@BlueTangerineSolutions.com or call 321-309-6900 and mention this blog article.