Wir sprechen Online.

Gerrit Eicker 07:00 on 20. November 2012 Permalink
Tags: .EN ( 3,425 ), Advertising ( 474 ), Banners ( 16 ), Business ( 1,192 ), Business Models ( 71 ), Display Advertising ( 43 ), Marketing ( 879 ), Net ( 2,755 ), Revenue Models ( 3 ), Web ( 3,322 )   

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  carlo 10:54 on 20. November 2012 Permalink | Reply

  Banner ads, according to the latest research from couponmarketing, are the least effective media. Even if they are placed in the right context, they often negatively interfere with the target’s online behavior which is quite unique in response. The liquidity of surfing meets the concrete slab of invasive, unsexy ads. It’s an offline culture crammed into a digital one. It can’t work properly, unless reinvented from scratch. I’m thus surprised to read about such increase. May be new mkt strategies will be deployed in the future, with richer media and really interactive banners whcih go beyond the click me stage.

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    Gerrit Eicker 16:12 on 20. November 2012 Permalink | Reply

    Well, first of all any advertising interferes. But what I really can’t second is your opinion regarding contextual advertising: if done correctly (talking about quality targeting, not quantity spamming!) you still see very high CTRs and following conversions. – With a share of 24% of all online advertising, classic banners still come second – and still grow in overall volume. In my opinion this has several, pretty simple reasons: 1. the production of banners is fast and easily done compared to rich media ads etc. 2. Being produced fast they can be iterated fast as well to get good CTRs and conversions. 3. Banners still “make an impression” compared to pure text links (SEM etc.). Branding works and still needs lots of impressions – besides all other methods of course.