In general, it must be said, banner ads are not massively effective by themselves. They have definitely seen a decline in the past few years, as more and more people use ad blocking software, rarely click on banner ads, and there are more modern alternatives to utilise like video ads on sites such as YouTube.
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It is essential in today’s market to know whom it is you are trying to advertise to, and to ensure they are the ones likely to see your banner ad. There are many existing processes in place, for example, key word advertising when using search engines to take into account what people are searching, and better target those looking for similar products. People will be far more likely to click on your ad if it directly relates to them, or better still, if they are retargeted.
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One of the most important things to consider when using banner ads is their placement. You don’t want to place your ad on a site that does not relate at all to what you are advertising, or worse, to accidentally place it somewhere diametrically opposite, or even offensive!
It is crucial that your banner should be placed somewhere where it will have the most impact, and where your intended audience are most likely to see it. Further, where on the site you have placed your ad is also important for optimising effectiveness.
Clearly, it does not matter who sees your ad and where it is, if it is not in itself a good ad! Banner ads are unlike TV adverts or videos, in that they are not generally interruptive to the user and therefore have to work a little harder to be noticed. You also should not be too detailed; trying to fit in too much information can make your add look confusing or cluttered, and therefore less likely to be effective. It can sometimes be better to use animated ads, rather than static ones, to better catch the eye. Your ad should pique the user’s curiosity without being confusing.
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While banner ads are still effective, due to the increase in popularity of ad blocker software many people do not even see these ads anymore. People more and more choose to block what ads they can see, and even when people do get to see these banner ads, they can have a relatively low click-rate on average. We are also seeing greater increases in desensitization to banner ads, with more and more people developing ‘blindness’ to banners, particularly when they feel they don’t relate to them.
