Banner ads online have been around for eighteen years. I was surprised when I read that statement recently. Are you surprised? What surprised me was not the length of time. I was surprised by the longevity of banner ads in light of their ineffectiveness. I was even more surprised that the number of banner ads grew last year to 5.3 trillion, one trillion more than in 2009.
The typical Internet user encounters 1707 banner ads per month. 25 to34-year-old users see 2094 banner ads per month.
According to DoubleClick, click-through rates are .1 percent. Yes, that is “point one” percent. A mere eight percent of Internet users do 85% of the clicks. With mobile users, up to 50% of clicks are accidental. In fact, Internet users are more likely to survive a plane crash than click on a banner ad.
Emarketer reports that a small number of 15% actually trusts banner ads somewhat or completely. Compare that to 29% who trust TV ads. On the other hand, 34% don’t trust banner ads much or at all.
Mostly, Internet users ignore banner ads. Advertisers, however, do not. In a desperate attempt to tap into the power of the Internet, advertisers are continuing to buy banner ads. In 2012, 445 advertisers ran over a billion banner ads. Wow! One billion is an amazing figure, isn’t it?
In light of these statistics, why do advertisers still buy banner ads? I suspect that these advertisers have not seen these statistics. I also suspect that these advertisers are either not analyzing the results of these ads or are willing to settle for a small number of clicks for a result. Many of these advertisers may not be paying attention to results at all. They are just continuing to do what they been doing and not evaluating the effectiveness of their advertising.
They are not taking time to learn how to use Internet advertising well.
Banner ads are an excellent example of applying traditional mass media advertising online. Unlike traditional print, radio, and TV, the Internet is a different advertising opportunity. Rather than the one-way communication of traditional media, the Internet is a two-way communication. The Internet offers the opportunity to engage customers, interact with them, and build a relationship.
To use the Internet well, advertisers must think differently about ads than those they place in traditional media. They must employ the Internet’s strengths. They must use other options than banner ads to reach Internet users.
This week's marketing trivia challenge is What do you think about banner ads? E-mail me your answer.
Congratulations to Rob who won last week’s trivia challenge by answering How has your television viewership changed? this way: “My big change has been due to DVR. I still try to watch local news live and therefore see the ads, but any other shows I want to watch are recorded on DVR and then viewed at my leisure, which also means I skip all of the commercials.”
The typical Internet user encounters 1707 banner ads per month. 25 to34-year-old users see 2094 banner ads per month.
According to DoubleClick, click-through rates are .1 percent. Yes, that is “point one” percent. A mere eight percent of Internet users do 85% of the clicks. With mobile users, up to 50% of clicks are accidental. In fact, Internet users are more likely to survive a plane crash than click on a banner ad.
Emarketer reports that a small number of 15% actually trusts banner ads somewhat or completely. Compare that to 29% who trust TV ads. On the other hand, 34% don’t trust banner ads much or at all.
Mostly, Internet users ignore banner ads. Advertisers, however, do not. In a desperate attempt to tap into the power of the Internet, advertisers are continuing to buy banner ads. In 2012, 445 advertisers ran over a billion banner ads. Wow! One billion is an amazing figure, isn’t it?
In light of these statistics, why do advertisers still buy banner ads? I suspect that these advertisers have not seen these statistics. I also suspect that these advertisers are either not analyzing the results of these ads or are willing to settle for a small number of clicks for a result. Many of these advertisers may not be paying attention to results at all. They are just continuing to do what they been doing and not evaluating the effectiveness of their advertising.
They are not taking time to learn how to use Internet advertising well.
Banner ads are an excellent example of applying traditional mass media advertising online. Unlike traditional print, radio, and TV, the Internet is a different advertising opportunity. Rather than the one-way communication of traditional media, the Internet is a two-way communication. The Internet offers the opportunity to engage customers, interact with them, and build a relationship.
To use the Internet well, advertisers must think differently about ads than those they place in traditional media. They must employ the Internet’s strengths. They must use other options than banner ads to reach Internet users.
This week's marketing trivia challenge is What do you think about banner ads? E-mail me your answer.
Congratulations to Rob who won last week’s trivia challenge by answering How has your television viewership changed? this way: “My big change has been due to DVR. I still try to watch local news live and therefore see the ads, but any other shows I want to watch are recorded on DVR and then viewed at my leisure, which also means I skip all of the commercials.”
No comments:
Post a Comment