Back in 1996, the Internet marketing agency or IAB started to endorse internet marketing banner values to handle the increasing online marketing industry. Chaos reigned but the standards aided advertisement agencies become more proficient in their buying & selling of marketing space. The IAB's standard format for banner marketing is the 468 x 60 advertisement banner. It’s no secret that banner advertisements have been under attack and the critics vehement in their denunciation of them. The common sentiment among the critics is that banner advertisements are a waste of money. However, in favor of banner marketing is the fact that banners are a powerful & quantifiable branding medium. The advertiser using banner marketing will need to decide his or her business goals. Do you want to focus your banner advertisements solely on building brand awareness? Do you want the banners to direct attention to your products or services with the intention of selling? Do you want the banners to serve the purpose of driving traffic to your website? These are considerations you will have to make before you set out to use banner advertisements.
Designing great banners can be done any number of ways and the guidelines below will give you some ideas on how to go about using banner marketing effectively. Begin with a fantastic concept! Banner marketing like any other marketing medium should begin with a great idea, which is useful in communicating your offer in a clear manner. Keep your focus on the consumer when designing your banner concept. Banner marketing is effective only if the material is relevant to your target audience and the product or service you are selling. Your advertisement has to talk to the audience in a language they understand, targeting their specific requirements to interest them in your site. When banner ads design have to be clear about what you want your advertisement to achieve. What is the purpose of the banner? For example, the click-through-rate or pay-per-click rate is the key metric. Online marketers using this method of marketing have begun to design more complex measures such as consumer behavior after 'the click'. Keep it simple really needs no explanation. When people are looking for information they are busy and don't really want to be bothered by advertisements. However, if your concept is attractive enough and simple enough to catch the consumer's eye, you are half way home to a sale. Complicated banner advertisements will get passed by - in today's world, time is the essence. A simple advertisement with something intriguing to stir the consumer's subconscious mind and imagination is what you need. One thing you should never do is sacrifice brand integrity. By this it means you should not jump into short term enticements that in the long run ruin brand integrity. You need to think long term when building brand image. You need to use brand marketing to optimize a one-to-one relationship with the consumer. Entice them plus then hold them captive.