Please Move Over ... You're Blocking the Content
Have you ever clicked on a banner ad?
According to Solve Media, you're more likely to survive a plane crash than click on a banner ad—but yet they are still a major part of many marketers' advertising budgets.
Recently, we were hounded by a radio rep who wanted to know when we were going to take advantage of the "value added" bonus he was offering to our client. The value-add was in the form of a free digital banner on their site.
I'll admit that we were procrastinating since we (and the client) didn't think that the time and energy it would take to design the banner ad would be worth it, since neither of us believed that their high net-worth target would be perusing this particular website. But here are the facts: Since January, our banner has delivered 288,278 unique impressions. 535 individuals clicked on the banner (0.19 percent).
Did it result in any visits to the clients' retail store? More visits to their website? More sales? It doesn't seem so because the offer on the landing page (mention this station and get X percent off your purchase) has never been leveraged. But stimulating interest in the clients' brand among 535 people is a good thing ... right?
My real issue with banner ads is how obnoxious many of them have become.
Often, you type in a URL to visit a website, but before you can see the page, you have to look at (or hopefully can bypass after 3 seconds) some form of advertising. It's akin to waving your arms in front of me and shouting, "Hey! Toilet paper is on sale on aisle 4," while I'm trying to look at the cheese choices in the dairy aisle.
Even worse is when the arm waver isn't advertising anything relevant to my grocery store visit. Instead, they're waving and shouting, "Hey! There's a single guy in your area looking for a date!" Gosh, I hope he's not stalking me while I select my cheese ...
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.