Web experts have been predicting the end of traditional banner advertising for years, nothing dwindling click-through rates. They have several different ideas of what will replace it as the dominant means of advertising. Pop-up ads, advertisiments that appear in their own, small browser window, have been growing in popularity. Many web users find them extremely annoying because you have to close each browser window, and if there are enough of them, they can overload some browsers’ capacity. Some internet research shows that text links are more effective than banner ads. This is probably because so many Web users are automatocally aware of banner ads and so can easily ignore them while text links are less obvious-they appear to be a part of the site’s content.
Indeed, people have become so used to seeing ads on Web pages that they tend to focus only on the relative content they’re looking for, says Andrew Gordon, president of Direct Impact Group, a direct marketing firm that specializes in B2C lead generation. Even if they see the ads in their peripheral vision, they ignore them-a concept widely known as “banner blindness”.
But advertisers have also found some success with interstitial ads. Like Pop-up ads, these ads appear in their own browser window. When a visitor clicks on a link, the interstitial ad appears before the browser brings up the linking page. Most interstitial ads close automatically, so they are less annoying than pop-up ads, but they briefly fill the user’s screen, so they definitely make an impression.
For all that banners still have a place in marketing and be effective “brand awareness mechanisms” for “low consideration items” where people don’t have tight brand loyality. This is why there has been lot of technical innovation in display ads to make banners more efficient from a customization, delivery, or cost perspective.
Brands should try everything and find what works for their businesses. Advertising is a really funny thing…as an advertiser or marketer, you have to put your money into what’s getting you results right now.
If you keep an eye on internet news, you will continually see stories on the death of the banner ad, as well as stories about upturns in banner ad success. Banner ads will most likely be around for some time, but it’s a good bet they will take new, interesting forms. As we’ve all read in recent yers, the Internet is in it’s infancy, and webmasters have only begun to tap its potential. The same can certainly be said for Internet advertisers, and since advertising is the main source of revenue the keeps Web sites going, you can be sure it will continue to evolve at an accelerated rate.