Banner Ads Work! well… they do something

May 30, 2007 |

How many can name the product from last banner ad they saw? Chances are, none of you.

But according to what I found through ars technica, that’s okay.

The Journal of Consumer Research published findings that repeated exposure to banner ads results in positive feelings for that which is advertised. They asked students to read an essay with the pretense of answering questions about the essay when, in fact, the survey focused on the content of banner ads displayed alongside the content. Those asked about their positive feelings towards the brand advertised saw positive reactions consistently increase in conjunction with number of exposures to the ad.

Consider now, as you already should, that banner advertising can not be measured in click rates or CPCs but that the ads indirectly influence behavior. With this continued support of that influence, take a broader look at your site metrics, search behavior, or action rates (conversion, registration) when running display campaigns to evaluate that indirect influence.

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Tags: ars-technica, display, banners, ads

Comments

6 Comments so far

Why PPC Banner Ads Don’t Make Bloggers Money : Blogging For The Money on February 18, 20088:23 pm
[…] for that: not only do the banner ads impede readers, they also don’t make money. In fact, advertisers don’t use banner ads to get traffic, anyway. The Journal of Consumer Research published findings that repeated exposure to banner ads […]
Why PPC Banner Ads Don’t Make Bloggers Money : Blogging For The Money on February 18, 20088:23 pm
[…] for that: not only do the banner ads impede readers, they also don’t make money. In fact, advertisers don’t use banner ads to get traffic, anyway. The Journal of Consumer Research published findings that repeated exposure to banner ads […]
Performance Based Web Design | SEO'Brien - Search & online marketing blog on February 26, 20084:43 am
[…] some behavioral targeting thrown in if their agency is savvy enough to upsell them. In reality, few banner campaigns deliver immediately clicks let alone conversions to justify the spend. No; advertising causes […]
Zie L. on May 14, 20089:38 pm
Just did a banner campaign, with sole targeted audience of 1million eyeballs. The conversion ratio - almost tearfully less than 0.001% buy conversion, banners are simply a big waste of time, a by-gone internet area by-product. Warning, for your own good, DO NOT BUY BANNER ADs, period!!!! People are having enough banners waving at them hundreds a day, does anyone care?…………..
Paul O'Brien on May 14, 20089:50 pm
Excellent feedback Zie and with your expectations I’d completely agree. What are banners ads but display ads akin to TV commercials? Capable of creating awareness? I’d argue most definitely. Drives indirect or latent sales that come in through search engines or direct when someone types in yourwebsite.com? Absolute, in fact, I know they do, I’ve tested it with millions of ad dollars. You have to track the benefit of banners comprehensively.
Are they worth it for immediate sales? Nope.
Google wins another title; overtakes Yahoo | SEO'Brien - Search & online marketing blog on May 15, 20084:24 pm
[…] Google’s 28.7 billion. Traditional marketers (or, frankly, savvy marketers who recognize that ads are worth more than a click through and immediate sale) will still find Yahoo the ideal partner with whom to run massive ad campaigns […]

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