Why Online Banner Advertising Attracts Good Responses

The use of banners has been predominant in the advertising scenario. The banner ads are captivating for the viewers and are enough to leave an impact over them. They are being widely used as an advertising tool, for giving more effect to the promotional activities. Now, Internet advertisers are also using this efficient tool. The online banner advertising is becoming useful to attract responses from Internet user population. No doubt that increased usage would prove good for the marketers in finding target audience.

An eMarketer report tells that there are around 1.15 billion regular Internet users over the world. Another report from Clickz.com tells that in the month of August (2007), 61 billion searches were conducted globally. It is a clear indication of user inclination towards searching information. Many of them would have searched about information related to products, services, hotel accommodation etc. The data shows the opportunities that must be exploited by the business league. The online banner advertising would prove helpful in this scenario. These banners are efficient in achieving high acclaim for the brands.

The online banner advertising consists of various types of banner ads. These banners could be rectangular, square, pop up, skyscraper, half page, button, leaderboard etc. On top of that they are categorized as traditional banners, interstitials/pop-ups, rich media and floating ads. All these ads and their formats are used according to the need. Then, these banners are rotated over the publisher websites, in order to obtain maximum reach or targeting. This placement is done according to the ROS (Run of Site), RON (Run of Network) or ROC (Run of Category).

This makes online banner advertising achieve good response from audience. The targeting ensures relevant users. This means, more awareness in the target market. So, it creates an influence during the buying decision making process. The interactive ads are useful in brand promotions too. The ad delivery, which is done with central ad server, is helpful in positioning the brand higher. Moreover, these ads can be monitored for performance. This makes it easier for the marketers, to restructure or modify the advertisement campaign. In this way, the marketers benefit from the banner ads.

Meenakshi Wali is the co founder of Rupiz Media Ad Network, a leading online media buying agency. She is heading a team of experts, which is into Online banner advertising, internet banner advertising, online web site advertising, web banners.