Anybody got any figures on the likely effectiveness of banner ads for a site selling furniture online. May be experiences with consumer electronics or white goods might also be relevent. Which online media works or doesn't, what aquisition costs were achieved, what creatives worked best.
I can't be sure of a furniture site... but below are my results from my Sports Only Auctions site....and a recent quote from USA Today regarding the value of Banner ads. Ran a Banner ad on a forum with 225,000 members. The Forum limits the number of ads run each month so that your ad is shown over 1,000,000 times in a month. = $500/month = (10 ) new members. Ran a Banner ad on a forum with 32,000 members. = $450/month = ( 15 ) - new members. Ran a Banner ad on a forum with 25,000 members. = $450/year = ( 22 ) new members. After spending the $$$, I found this article: Article printed in USA Today… 3/26/2006 = “Screaming banner ads get little notice†Conclusion at end of article = “The study presented echoes the findings of an earlier study that reported “Consumers are Blind to Banner Ads†I now that every site out there wants to sell you Banner Ad Space.... Just be very careful.... take a Small trial run to start with.
The chances you get any click-throughs from banner ads are 1,000,000:1. We ran countless tests - even on stand alone desk top client solutiosn - NADA.
Small banner with good content can ignites clicks, also it should positioned in proper place on a site for better exposure.
In general, the click-through rates of banner advertising are relatively low. But it's not on click-throughs alone that you should assess banner advertising effectiveness. They are more effective from the branding and promotion point of view.
I agree the banner have low ctr. But text ads and links have relatively good ctr. So try designing banner which look like text and do not get an impression of banner.
Myself and Christine8 have provided very valid and similar results... did no one read our posts? Let me make this plainer = Banner Ad Results Suck! Now that I have your attention... etechsupport, please tell me where you get the data that small ads with good content ignites clicks? Let me see an example of what you are saying? As far as positioning the ad in the proper place on the site for better exposure... how do you propose we do that? I have never found a website that allows you to dictate where your ad will be shown??? The statements you made sound good but you need to provide us with examples of the ads, how to obtain proper placement and some actual results to back up the statement. Gets down from rant box and clicks the Submit Reply button
im doing great with banner ads it ALL depends on the banner + where the banner is advertised + what you are advertising OutBackPro3 forums are known to be shitty for banner ads/google type ads i get good results with this banner
___________________________________________________________________________________ "small ads with good content ignites clicks" by this my point is that the banner should have attention grabbing content that can influence viewers to click on it, it should have ability to capture or restrain the viewers. Banner Ad Placement Study & Forrester Research shows those information about positioning the ad in the proper place; "Ads next to the right scroll bar in the lower right-hand corner of the first screen generated a 228% higher click-through rate than ads at the top of the page". ( My own research shows that viewer generally concentrate more on right side means left side of screen hence if you place ads on your site at right side there is more chances of views and clicks rather than other place.).
Thank you etech... that is information I can use. Sorry about the rant earlier, but I get a little up tight when info is presented without any data. I will check out this info and see if I can increase my results.
May be things have changed but in 2003 I ran 20 banner campaigns across major health care sites BMJ, NEJM, JAMA etc targetted at healthcare professionals in around about 15 pharmaceutical markets (mainly Europe, US, Canada) Ceatives were refereshed as often as possible using various formats and positions on sites. Clickthrough rates were low in the 1% area but we tracked conversions (web site sign ups). The costs per registration varied from $45 to $1000. Most campaigns came in at around $150-200 which at the time didn't look like a good deal even for a pharma company. My point really is that CTR is only the half the battle if the landing page and the persuasiveness of the site is not there te campaign will be a complete diaster and waste of money. We put a lot of effort into CTR and forgot about the rest.