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Banner Ads:
Defusing the Dot-Bomb
By
Grant Crowell
Often referred to
as "online billboards" or "awareness
banners," branding banner ads make up most online
advertising.
Unfortunately,
branding is the mostly commonly used and misused form of banner
advertising.
As such, it is
responsible for the majority of failed Web ad campaigns and has
played a part in the demise of dot-com businesses. Here's why.
First, branding
works by creating awareness and a shared emotional commitment to
product or service.
The brander's
goal is to generate a positive feeling from the target audience
that motivates them to respond to the brand.
Audience response
doesn't need to happen right away because continued branding
reinforces audience awareness. It keeps your company's image in
the minds of people who might not be ready to act now, but who
might take action down the road.
Branding was the
first advertising model Web ad campaigns tried, taking after
traditional models of off-line advertising, such as print,
television and radio. Before the click-through model was
introduced, before any basic means of banner ad measurement,
branding was THE standard ad type.
Big companies
with deep pockets were the first to invest in branding ad
campaigns. Smaller companies followed suit, mimicking bigger
companies.
According to
Jupiter Media Metrix, branding is the main campaign strategy for
more than half of online advertisers. Today this strategy is
commonly used in Web site sponsorship ads and e-mail
newsletters.
Some arguments
for defending branding banner ad campaigns:
- They rely far
less on click-throughs and focus on gaining exposure.
- They can
promote off-line purchases.
- It's the best
model for generating an emotional response — hopefully, a
favorable one — from target audiences.
Branding can
communicate to an audience on several levels and is a rewarding
long-term ad strategy when used effectively.
Think of your
favorite restaurant or TV show as a kind of brand loyalty. A
truly great brand, such as Mickey Mouse, can transcend its own
industry.
That being said,
most companies using branding as a major means of online
promotion simply should not be. Here are some of the main
reasons behind many dot-com failures:
Article
Continues below...
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 Ex. GFCOATM
(Medium) Basic: $35.20
ea. Posted Upgraded Price:
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Actual
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site: (this is what you will see on the new UPG Site)
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UPC
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Each Weight
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Case Weight
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Carton Cubic Foot
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Available
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3.900
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39
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10
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1944
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Origin
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Product Code
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Next Shipment
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036B
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China
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4-29-2002
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Price
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Count
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Each:
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1
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10
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Quantity:
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0
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You
can see the value in the upgrade, right? If you were to order 3
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Continued...
Branding
ad campaigns are expensive to build, maintain and
measure, and depend on heavy market penetration or reach. This
means you need to purchase a large amount of ad space —
impressions — over a long period of time with constant
exposure.
While services
such as Engage or DoubleClick can measure results after an
initial banner viewing, they are far more costly than analyzing
click-through models.
Branding
takes a long time. Awareness campaigns are the slowest
to measure and require a lot of patience to wait for significant
results.
Branding
overemphasizes the emotional response. Often the
traditional advertising methods simply don't apply to the Web.
People don't use the Internet looking for a relationship with
Pepto-Bismol. They want information.
Branding can be
used effectively when expectations aren't unrealistic. Most
companies don't have the financial means, staff or time to
attempt a successful branding ad campaign. That is not to say it
can't be accomplished, but it is the riskiest method.
If you still feel
up to the challenge, here are some important tips:
Your main
focus is to create awareness or generate buzz about
your company, products or services, or an associated theme.
Some branding
strategies you may include in the banner: company name, logo,
slogan or motto, or image or personality associated with the
company.
Assess
whether you're an established brand name in your field.
This statement does not include what you personally think or
what your associates or competitors think. This statement
indicates your target audience's awareness of your company.
Does your brand
have a positive effect on people who already recognize your
name? (Positive effects could include bringing in new customers
or maintaining a sense of market loyalty with current
customers.) If it does, be sure to use it to your benefit. If
you aren't sure, partner with someone who already has a good
brand.
Plan to
be around for several years. That's the minimum time it
takes for advertisers, especially new ones, to build lasting
brand awareness.
Purchase
relevant ad placements. Find the high-traffic Web sites
your target audience visits before making a large purchase.
Avoid
congestion. Watch out for sites with too many graphics,
too many competing ads or hardly any open space. Too much
clutter lessens the branding impact.
Combine
branding with a click-through campaign so you'll be
able to measure short-term results.
And don't forget:
Your Web site makes a more important branding experience than
any banner ad can. Be sure to provide good quality and service
to reinforce the branding message in your banner ads.
The views of our authors don' t necessarily
reflect the views and policies of this company or its
advertisers.
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