Understanding Internet Banner Advertising
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Published on 10/11/2006
Banner advertising is an effective way of getting your
advertising message seen on the Internet. Banner ads should not
be your only online form of advertising, but they are an
essential part of your online advertising mix.
This article assumes that the reader knows what a banner ad
looks like, but do you know how they work, and how you can
derive benefit from them? Let's define a few terms before
answering these questions.
1. "Page views" or "page impressions." These terms are
interchangeable and they refer to the number of times that a
page within a website has been displayed on a website.
2. "Banner view." Like a page view, a banner view is the number
of times that a banner has been displayed on website.
3. "Click through." A click through is the number of times a
website visitor has "clicked" on a particular banner ad and was
transferred to the website of the banner advertiser.
4. "CTR." CTR is the acronym for "click through rate," which is
the ratio of the number of banner view versus the number of
times visitors have "clicked through" to your website. CTR is
expressed as a percentage, so a click through rate of 1% means
that for every 1,000 banner views, 10 visitors have clicked
through to your site.
5. "CPM." CPM is an acronym for "cost per M," where "M" is the
ancient Roman numeral for 1,000. Translation: CPM is the price
your business will pay to have its banner advertisement
displayed 1,000 times on a website, e.g, the cost of 1,000
banner views. So, for example, if the CPM to advertise on a site
is $80.00 your business will pay $80.00 for every 1,000 banner
views.
6. "ROS." ROS is the acronym for "run of site," which simply
means that a banner ad is displayed on every page in a website,
as opposed to being displayed only in a particular category of a
website or only when a particular keyword is entered into a
search engine.
Everyone who is in charge of a advertising or marketing
department (that's you if you're the sole shareholder of the
company) knows that advertising is, in large part, a numbers
game. The more frequently your message is seen or heard, the
more likely the consumer is to purchase your service or product.
Take Mattress Mac with Gallery Furniture , for example. If you
live in the Houston area, or if your radio can pick up the
signal of almost any Houston area radio station, you cannot go a
single day without hearing or seeing an advertisement for
Gallery Furniture. Peppering your senses with constant reminders
that "Gallery Furniture Saves You Money!" has enabled Mr.
McIngvale to build his single location furniture store into an
empire. (Of course, advertising alone won't do it; you still
must have a quality product or service). I have no scientific
data to support this assertion, but I'll make it anyway: I'm
willing to bet that Gallery Furniture is known to more people in
the greater Houston area than any other single business. How did
that come to be? Mattress Mac understands the advertising
numbers game and plays it better than anybody else.
Banner ads are a numbers game. The industry standard click
through rate for online advertising in general is around .5%.
Not 5%, but .5%. Doesn't sound very encouraging for your banner
ad campaign, eh? Well, there are ways to significantly increase
the CTR of any given banner. The best way is by targeting a
particular banner ad to a narrow audience, an audience that is
looking specific for a product or service just like yours.
Highly-targeted can boost your CTR to as much as 2%-3% or higher
and significantly increase the traffic to your website.
Another valuable purpose of the banner ad is branding.
Intertwined with the messages Gallery Furniture delivers about
particular sales events or types of furniture is the company's
consistent and recognizable logo, color scheme, and tag lines.
Your banner advertisements can, and should, perform the same
function; they should be designed using your company's logo and
colors, at a minimum. Sometimes incorporating the tag line is
the way to go, but other times you may want to advertise a
particular special offer, product, etc. The important thing is
that you take advantage of the numbers game by continually
displaying your name, logo, and colors. The more visitors that
see you, the more they will come to associate your name with
your type of product or service, and the more likely they will
be in the future to buy from you.
More articles on advertising...
e Where Its Forbidden To
ww.articlesbank.net/advertising/11977.php
80%
of All Advertising Is Wasted Due To This Common Mistake
About the author:
Henry J. Fasthoff, IV Principal & General Counsel
HoustonBusiness.com
Banner advertising is an effective way of getting youradvertising message seen on the Internet. Banner ads should notbe your only online form of advertising, but they are anessential part of your online advertising mix.
Understanding Internet Banner Advertising
Banner advertising is an effective way of getting your
advertising message seen on the Internet. Banner ads should not
be your only online form of advertising, but they are an
essential part of your online advertising mix.
This article assumes that the reader knows what a banner ad
looks like, but do you know how they work, and how you can
derive benefit from them? Let's define a few terms before
answering these questions.
1. "Page views" or "page impressions." These terms are
interchangeable and they refer to the number of times that a
page within a website has been displayed on a website.
2. "Banner view." Like a page view, a banner view is the number
of times that a banner has been displayed on website.
3. "Click through." A click through is the number of times a
website visitor has "clicked" on a particular banner ad and was
transferred to the website of the banner advertiser.
4. "CTR." CTR is the acronym for "click through rate," which is
the ratio of the number of banner view versus the number of
times visitors have "clicked through" to your website. CTR is
expressed as a percentage, so a click through rate of 1% means
that for every 1,000 banner views, 10 visitors have clicked
through to your site.
5. "CPM." CPM is an acronym for "cost per M," where "M" is the
ancient Roman numeral for 1,000. Translation: CPM is the price
your business will pay to have its banner advertisement
displayed 1,000 times on a website, e.g, the cost of 1,000
banner views. So, for example, if the CPM to advertise on a site
is $80.00 your business will pay $80.00 for every 1,000 banner
views.
6. "ROS." ROS is the acronym for "run of site," which simply
means that a banner ad is displayed on every page in a website,
as opposed to being displayed only in a particular category of a
website or only when a particular keyword is entered into a
search engine.
Everyone who is in charge of a advertising or marketing
department (that's you if you're the sole shareholder of the
company) knows that advertising is, in large part, a numbers
game. The more frequently your message is seen or heard, the
more likely the consumer is to purchase your service or product.
Take Mattress Mac with Gallery Furniture , for example. If you
live in the Houston area, or if your radio can pick up the
signal of almost any Houston area radio station, you cannot go a
single day without hearing or seeing an advertisement for
Gallery Furniture. Peppering your senses with constant reminders
that "Gallery Furniture Saves You Money!" has enabled Mr.
McIngvale to build his single location furniture store into an
empire. (Of course, advertising alone won't do it; you still
must have a quality product or service). I have no scientific
data to support this assertion, but I'll make it anyway: I'm
willing to bet that Gallery Furniture is known to more people in
the greater Houston area than any other single business. How did
that come to be? Mattress Mac understands the advertising
numbers game and plays it better than anybody else.
Banner ads are a numbers game. The industry standard click
through rate for online advertising in general is around .5%.
Not 5%, but .5%. Doesn't sound very encouraging for your banner
ad campaign, eh? Well, there are ways to significantly increase
the CTR of any given banner. The best way is by targeting a
particular banner ad to a narrow audience, an audience that is
looking specific for a product or service just like yours.
Highly-targeted can boost your CTR to as much as 2%-3% or higher
and significantly increase the traffic to your website.
Another valuable purpose of the banner ad is branding.
Intertwined with the messages Gallery Furniture delivers about
particular sales events or types of furniture is the company's
consistent and recognizable logo, color scheme, and tag lines.
Your banner advertisements can, and should, perform the same
function; they should be designed using your company's logo and
colors, at a minimum. Sometimes incorporating the tag line is
the way to go, but other times you may want to advertise a
particular special offer, product, etc. The important thing is
that you take advantage of the numbers game by continually
displaying your name, logo, and colors. The more visitors that
see you, the more they will come to associate your name with
your type of product or service, and the more likely they will
be in the future to buy from you.
More articles on advertising...
e Where Its Forbidden To
ww.articlesbank.net/advertising/11977.php
80%
of All Advertising Is Wasted Due To This Common Mistake
About the author:
Henry J. Fasthoff, IV Principal & General Counsel
HoustonBusiness.com