Banner Advertising is a predominant form of online advertising. Basically a banner is a graphic image that appears on a web page and advertises a specific company or product. Banners generally are interactive with online viewers. Meaning, the ad displayed on the banner is generally flashing, moving, making sounds or all of the above which encourages people to click on them. Clicking on the banner will bring a viewer to the advertising company's website and/or will offer some sort of interactivity between viewer and the banner. For example, banners will make noise and one will have to click on the banner to make the noise stop and the product being promoted on the banner will appear. A favorite banner of mine is one for the Volkswagen mini where the banner brings a viewer to a program that allows them to paint the top of the mini with whatever colors the viewer wants in a selection of patterns. Like most online advertising, the banner may get the viewer to go out and buy the product immediately, but more than often it's purpose is fulfilled by creating a potential customer and creating product recognition. The main goal for banners at the end of the day is a click through to whatever company's website that is being promoted and to inform consumers about the product.
In my personal experience with banners I would have to say I do not click through very much, but I find when banners are put on sites because of relating contextual concepts I am more likely to click because it relates to the information on the sight that I am interested in. I find that alot of banners are excessive and even, for lack of a better word, pushy. For example, I will get on a website and be forced to click on a banner because there is a voice screaming at me, or I will simply pass my mouse over the banner by accident and then I have to click through all of these pop ups that follow the banner before I can get back to the website. There is also banners that are very over used and are repeated so much that I wouldn't click on them if I wanted to just because I am annoyed. I think that it's clever and creative advertising that is not "pushy", but simply gets my attention because it is based on good advertising skills that makes a banner work. Also, when a banner succeeds at creating a humorous ad I appreciate it alot more and tend to remember the company name being used much more frequently. All in all I think banners are a great advertising tool.
some good examples of how to create a good banner can be found at: http://www.pro-talk.com/advertising/better-banner-design.html
an article on bad examples of banners can be found at: http://www.gearboxtechnology.com/2007/04/19/an-example-of-bad-web-advertising/
Banner blindness is the tendency of people to ignore banners even if they have information that they are seeking. Banner blindness can happen for a few reasons, one of them being the saturation of the online world with banners and people having learned to just ignore banners in general because they are immune to them at this point in their online use. Also, some banners just do not appeal to people. Along with these obstacles for online advertisers, banner blindness is created by too many banners being on one page which doesn't allow a consumer to distinguish the ad from all of the other blinking and flashing ads. Sometimes , in my opinion, certain websites look like a strobe light was built into it, and in no way is that appealing but very distracting.
In my personal experience with banners I would have to say I do not click through very much, but I find when banners are put on sites because of relating contextual concepts I am more likely to click because it relates to the information on the sight that I am interested in. I find that alot of banners are excessive and even, for lack of a better word, pushy. For example, I will get on a website and be forced to click on a banner because there is a voice screaming at me, or I will simply pass my mouse over the banner by accident and then I have to click through all of these pop ups that follow the banner before I can get back to the website. There is also banners that are very over used and are repeated so much that I wouldn't click on them if I wanted to just because I am annoyed. I think that it's clever and creative advertising that is not "pushy", but simply gets my attention because it is based on good advertising skills that makes a banner work. Also, when a banner succeeds at creating a humorous ad I appreciate it alot more and tend to remember the company name being used much more frequently. All in all I think banners are a great advertising tool.
some good examples of how to create a good banner can be found at: http://www.pro-talk.com/advertising/better-banner-design.html
an article on bad examples of banners can be found at: http://www.gearboxtechnology.com/2007/04/19/an-example-of-bad-web-advertising/
Banner blindness is the tendency of people to ignore banners even if they have information that they are seeking. Banner blindness can happen for a few reasons, one of them being the saturation of the online world with banners and people having learned to just ignore banners in general because they are immune to them at this point in their online use. Also, some banners just do not appeal to people. Along with these obstacles for online advertisers, banner blindness is created by too many banners being on one page which doesn't allow a consumer to distinguish the ad from all of the other blinking and flashing ads. Sometimes , in my opinion, certain websites look like a strobe light was built into it, and in no way is that appealing but very distracting.
1 comment:
Pushy.
Interesting term used to describe them, but you are right. If you are scrolling along and accidentally mouse-over one of the pop-over ads, it consumes your entire page and you are practically forced to view it. Many times its hard to find the little X in the corner.
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