Contrary to rumors of the death of Banner Ads,
the banner ad remains one of the three most
popular forms of advertising on the Internet.
Actually, banner ads ARE the best form of online ads!
Internet advertising expenditures declined overall
in 2001, yet this decline was felt in all advertising
sectors of the economy and the online decline was
actually less that that found in other advertising sectors.
According to the Internet Advertising Bureau’s
(IAB), http://www.iab.net/ the online Ad Formats
break down as follows:
“Percentage use of various ad formats remained fairly
consistent in 2001. Formats tracked and their respective
share of 2000 and 2001 full year revenue are: ”
Banners 48% 36%
Sponsorships 28% 26%
Classifieds 7% 16%
Ad revenues for 2002 are expected to surpass
these figures with the majority of the ad revenues
being funneled into Banner Ad campaigns.
In a report compiled and released by Engage, Inc.
http://www.engage.com/, they announced that their:
“Study Reveals That Viewing of Online Ads
Alone, Regardless of Click-Through, Leads
This report has put a new spin on the
traditional methods behind banner ads
because the lead finding determined that
there is a strong pattern emerging of users
who recently saw an online ad and converting
that ad exposure into a sale.
There is now a measurable and concrete
value to an ad impression WITHOUT a click-thru.
Advertisers will now need to pay attention to
the 99% of people that don’t click-thru
on their ads but do take note of the message for
future reference and visits.
This fundamentally raises the monetary value
of the Internet as an advertising medium,
because this analysis demonstrates that
just seeing a banner ad alone WILL
With these new findings in mind, for a
banner ad to work well , they will need
to encompass these three “KEY” elements: