Voice AI is Going to become a Reality Very Soon

Posted August 8, 2017 by Rashmi D @ 8:21 am

Simple appliances and gadgets that we use everyday could become the platform of search in future

Artificial intelligence

Today’s AI is becoming a widely used technology that brings enormous change in social, political and cultural spheres. Virtual assistants like Siri, Alexa and Cortana revolutionize the way the users are interacting with the machines. A voice AI platform called Voysis, gives organizations an option for customization and complete voice AI platform, which provides the ability to connect with users in a more intuitive manner, on mobile or online devices.

According to the eMarketer, 45 million voice assisted devices are being used in the US today and by 2019 this number will rise to 67 million. Ian Hodson, architect and former head of text to speech in Google, said, people are familiar and recognize the voice recognition technology. Amazon Echo and Google Home are expected to become the default platform of choice as machines understand humans in easier and better ways.

Alexa is a artificial intelligent personal assistant, made popular by Amazon Echo. Steve Rubuchin, VP of Amazon Alexa, said, “Our vision is that customers will be able to access Alexa whenever and wherever they want,” and now customers can talk to their cars, refrigerators, lamps, thermostats and other devices in and outside their homes. According to the Google assistant product lead Hafsteinsson, now the goal of the organization is to create personalized user experience that can manage tasks, helps to get things done, answers questions and much more.

Jared Belsky, president, 360i, points to comScore data that forecasts 50% of all search will be via voice tech by 2020; he says, “In the near term, (organic search) is going to be the way to get your brands represented for Google Home. Then ultimately, the ads auction will follow. You’ll be bidding to get your brand at the top of searches. I believe that’s the way it will go. Think about it—it has to.”

Filed under: Digital

For Marketers, Instagram is a Much Better Option than Snapchat

Posted August 4, 2017 by Rashmi D @ 11:35 am

Instagram offers a much wider choice of industries to use its stories platform compared to Snapchat, which is a critical difference

instagram vs snapchat

The competition of ‘stories’ platforms, Instagram and Snapchat, is turning out to be a no-competition going by the latest stats from a report by L2, a digital media rating agency that benchmarks the performance of over 1,800 brands across 14 industries globally. L2 had been studying 89 brands that maintain both Instagram and Snapchat accounts and found that Instagram Stories attracted more than twice as many posts from social media marketers compared to Snapchat Stories. The stories posted on Instagram were 1,347 against 614 posted on Snapchat. The report also found that 72% of Snapchat Stories account for posts from beauty brands, 13% accounted for retail brands, while travel, automotive, consumer electronics and activewear brands accounted for about 15%.

The other metrics that prove the point about Instagram racing past Snapchat is that 200 million people watch Instagram Stories every day as compared to 160 million that watch Snapchat. On Instagram advertisers can get swipe-up links, linked influencer tags and check out buttons that allow users to shop on the app. On Snapchat, brands only get advertisers’ links and a user base that doesn’t like ads. The L2 report warns, “As Instagram becomes the mainstream choice for brand Stories, Snapchat risks being niche-ified.” Snapchat needs to find ways to stop its slide before it’s too late.

The L2 report further noted, “Instagram has integrated ecommerce handoff technology into Stories, namely swipe-up links leading to brand sites, linked influencer tags, and checkout buttons that support brand efforts to move beyond engagement metrics and render their live video content shoppable. Snapchat, meanwhile, has made few adjustments to its Stories content tools, limiting the ability of brands to leverage owned content for ecommerce.” It’s been over a year that Snapchat has been up against the supercharged growth of Instagram backed by parent Facebook’s might.

Filed under: Digital

Search Advertising is One of the Best Options for Marketers

Posted by Rashmi D @ 3:54 am

In online marketing, search advertising is one of the better options because it is consumer-driven and based on keyword search

search advertising

The process of displaying ads on SERPs (search engine result pages) showing results after a particular keyword has been searched by a user on a search engine, is search advertising. Search engines also display ads on web pages across different websites using similar advertising methods. For advertisers, this kind of targeting that matches the searched keyword is a highly attractive advertising option. Consumers feel encouraged to click on such ads that appear on SERPs as these are directly related to the keywords they search, that again could be directly linked to what they intend to buy, e.g. ‘white formal shirt.’ Customers are inclined to click on such ads on the search engine as it offers them wider purchasing options in addition to the other results on the SERPs.

Better quality

The other advantage with search advertising is that most consumers consider them less intrusive than popup and to some extent banner ads that play havoc with the user’s search for specific information or even his purchase journey. Generally, the ads on the SERPs are in line with what the consumer is looking for and in many cases it could even be way better than many of the results on the first SERP. It’s well-known that in search metrics that the first SERP is what matters as 90% or more of the users don’t go to any other page. These are not free ads made available Google and other search engines; these ads have to be paid for and that makes them qualitatively better and closer to the search term.

Time is of great essence to the online consumer because he needs to look up as many options as he possibly can. If his search is disrupted by unwelcome popup ads that may not be as close to what he is searching for, it will only add to what he considers, wasted time. However, with sponsored or paid ads, that is not the case as they are mostly in line with the searched keywords and they are as good and sometimes, even better than the other results on the first SERP. Over time, search advertising has become another viable option for the online marketer in addition to search engine optimization and social media marketing.

How it works

Search engines sell these ads to advertisers and media buying agencies on the basis of keywords. In many ways, it is based on what is known as organic search wherein the user’s keywords generates the SERP. This SERP determines the cost of the ad as keywords are ranked according to their popularity. Hence, an ad on an SERP for a keyword that is very popular is going to be way more expensive than one on an SERP which is not as popular. The cost is also determined by a few other factors but primarily, it is the popularity of the keyword being searched that determines the cost of the ad.

Advertisers interested in buying search advertising space on SERPs are required to bid for the space on auctions that sell such space based on keywords and their popularity which determines revenue potential of the SERP. We know that search engines have indexes of web pages that list the pages on various attributes complying with the specific updates of the search engine. A particular kind of software robot, known as web crawler is used by the search engines to build the index listing the web pages. They use this indexing technology to determine the value of the ad space on the particular SERP based on the keywords.

Consumer-driven search

When the website owner makes his web page available for displaying ads on a search engine, the embedded indexing determines the cost the buyer of the ad space will have to pay and the ad revenue the web page owner will earn. There are many ways to look at the opportunities that search advertising offer to not just the search engines and the web site owner but also to the advertiser or marketer. For the marketer, it amounts to organic traffic into his site which often ends in sales conversions since the consumer comes with a predetermined aim of making a purchase. After all, he had searched with the specific keyword which is the item he wants to buy.

In any website analysis, organic traffic, which is the traffic that comes to a website from search engines, has a special place. It indicates higher quality of the website getting this traffic because it is most likely that the user would have searched with a particular keyword that is relevant to this website. It therefore means that this website ranks very high on the first SERP, especially on the top five. That’s the space for which the most popular web pages compete and it is sometimes occupied by ads because even search advertising depends on the popularity of the website that is displaying the advertisement.

Filed under: Display

Some Remarkable Stats That Marketers Can’t Afford to Ignore

Posted August 3, 2017 by Rashmi D @ 11:21 am

P&G tones down digital spending; elsewhere, how digital advertisers are doing much better; Google and Facebook keep growing

digital stats

The digital marketing world is currently changing at a very fast pace and it is critical to learn and know about most of the updates. In order to cope with this large and complex market as well as to maintain and expand customer base, you need keep up with the latest trends and beat the competition with them. In the last couple of days, throughout social media marketing and digital advertising, there were thousands of interesting stats that grabbed our attention.

Visual-oriented platform is getting popular

Over the past year, most of the brands have become more visual-oriented. This trend is going to increase in 2017 because when the information is embedded with images, people are more likely to keep that information for a longer period. Studies revealed that 80% of the people are willing or love to read the content with colored visuals and the content with relevant images gets 94% more viewers than the content without images. There are about 65% marketing executives who believe that they can communicate their brand story in a better way using visual assets like images and videos.

After launching, in less than a decade, the more image-driven platforms like Snapchat (launched in 2011), Pinterest (launched in 2010), and Instagram (launched in 2010) gained popularity and growth in 2017.

From May 2015 to May 2016 – daily video views increased from 2 billion to 10 billion and by the end of 2017 on Snapchat. It is predicted that this number will increase to over 217 million. The growth on Pinterest in 2015 was 135%, which is higher than on any other social media platform. About 83% users do their purchasing only after looking at Pinterest. In 2016 Pinterest reached 150 million active monthly users. In 2015 Instagram usage nearly doubled as compared to 2013 and from August 2015 to December 2015, impressions on Instagram rose from 50 million to 670 million. In 2016, for marketing purposes, approximately half of the US brands were using Instagram.

Live-streaming video is getting popular

Already many companies started live- streaming video, for sharing and building their brands. Just few weeks ago, Acura set up a racetrack in EI Toro, California at Marine base and invited four influencers to drive their cars around the course. The company gave the drivers augmented reality-equipped helmets that covers overlaid HD graphics on top of the real world, that look like they are driving through jungle and snowstorm, thereby making them difficult to stay on course. To watch the hour long broadcast, there were more than 500,000 people tuned into Facebook and Twitter. By the end of broadcast the figure reached a total of 3.58 million people.

There are other stats from the online advertising companies such as Factual, a location data company, which orchestrated a deep data dive into how CrossFit trainees—or CrossFitters—behave offline. They found 231 percent CrossFitters are likely to work in online advertising.

Filed under: Digital

Pop Advertising is a Like Double-Edged Sword that Needs to be Used Rightly

Posted by Rashmi D @ 4:14 am

When used optimally and on the basis of well-planned strategies, pop advertising can deliver excellent results

pop advertising

The history of pop advertising began in the 1990s when a young web developer by the name of Ethan Zuckerman came up with a code to develop a window that was needed for a ‘fire-fighting’ operation of an automobile manufacturer whose online ad campaign came under malicious manipulation. The ads of the automobile maker had begun appearing on a porn site, which the advertiser hadn’t planned for or approved, and was anxious to neutralize. Zuckerman, who worked for a web developing company named Tripod, was part of the team that was working on the solution to the problem, and eventually came up with the code that is sometimes compared with discovery of the nuclear bomb with all its nuisance value in addition to its normal uses. It was the first pop up window and it was for a good intent – to cover the ads of the automobile maker every time it appeared on the porn site.

Users’ worry; marketers’ joy

Much like Albert Einstein, who is credited with developing the formula to make the atom bomb, Zuckerman, also realized that he had created a Frankenstein’s monster which has gone out of control. In 2014, he apologized in a post he had written for The Atlantic – “I wrote the code to launch the window and run an ad in it. I’m sorry. Our intentions were good. It’s obvious now that what we did was a fiasco, so let me remind you that what we wanted to do was something brave and noble.” It’s quite another thing that today, if there’s anything a user dreads other than his device malfunctioning, or his internet connection running out, is a pop advertising window ambushing him every now and then.

For the marketers, it has never been better as more and more sophisticated ways of grabbing the attention of consumers are developed by marketing automation companies. For instance, when a consumer goes to a shopping portal to buy a red shirt, she would be bombarded with pop advertising right through her purchase journey, offering her not just shirts of other colors that she prefers, along with trousers or jeans from brands that she likes, or any other thing that she has shown her preference for. Online shoppers have come to accept it as a way of life but it is also true that this has turned the entire online shopping environment into that of a flea market with sellers hollering all over.

Technology comes to the rescue

Internet users have always lived in the most interesting of times, with advancements and innovations in the use of the technology taking place like nowhere else. In fact, every aspect of life is now connected to the internet in some way or the other. If it is not, it’s not what has come to be known as “smart” – smart phone, smart watch, smart TV, smart microwave oven, etc. In other words, if you’re not using devices or appliances that are not connected to the internet in some degree, you’re not smart. Similarly, for the smart internet user, there is now a tool available, called pop up window blocker.

So, it’s not only the marketer who’s having all the fun. The consumer too has been blessed with some of these tools that can help him outsmart the marketer at times. However, it’s not always that pop advertising windows can be blocked by the consumer. For instance, there may be sites that are designed to outsmart the popup window blockers of the user. In fact, these websites invest huge amounts of money on marketing automation technology that can overcome these barriers – yes, for the marketers, these popup window blockers are barriers on their way to getting closer to the consumers.

Marketers would surely like a good return on their investment and their technology providers are only too happy to provide them the ‘solutions’ that help them overcome these barriers. On the other hand, there are another set of technology providers who ‘specialize’ in developing these barriers to pop advertising, like pop up blockers. Of course, like so many other things in the internet, there are also ‘free’ pop up blockers that users can install on their devices, but understandably, they’re not really effective. For the consumer using free services, even 25-40% effectiveness of the popup blockers would be considered quite good.

The way pop advertising windows are used by businesses to upsell their products is not something the online shopper likes because it is nothing less than annoyance for him. But in a fiercely competitive world, privacy comes with a premium price tag attached, which the common consumer can’t afford. In the meantime, marketers bring ever more powerful technology to break through the popup blockers that many smart consumers employ. It’s a tug of war which the consumer is not winning right now but who knows, there could be a time when pop advertising can be regulated better.

Filed under: Display

Native Advertising Offers Many Advantages but Should be Used Properly

Posted August 2, 2017 by Rashmi D @ 4:05 am

There is a very fine line that differentiates native advertising from sponsored or branded content and it pays to respect that line

native advertising

The whole idea of native advertising is meant to make an ad appear like editorial content. However, it’s not as simple as that because a lot of adjustment is needed to do so and yet include the promotional message of the ad into the editorial in a subtle manner. Today, we have online and offline varieties of such ads and this blog will generally cover the online version with references to the generic aspects of this kind of advertising that are relevant to the offline version as well. Most people think they have found such an ad when they see the phrase ‘Sponsored Content’ right on top of an article. That is partially true because sponsored content or as it is often called, ‘branded content,’ is a category all by itself. It means, sponsored or branded content is written to promote brand awareness but it shouldn’t have any call to action.

Convergence of sponsored content and native ads

We have briefly discussed the main point of difference between sponsored content and advertisements and it is – for content to be considered as ‘sponsored’ or ‘branded’ there should be no call-to-action in it. But, a webpage being what it is today, the reader of such sponsored content could be bombarded with ads of the very brand covered in the sponsored content, popping up every now and then while he is reading the content. Will it still be considered sponsored content or does it become native advertising? After all the ads of the brand popping up relentlessly is as good a call-to-action as outbound links on the content body.

Clearly, technology has breached a barrier and has made it necessary to rewrite the rules of the game to fit into a broader category of sponsored content. The other way to look at it is from the perspective of pure and simple native advertising. Endless amounts of content is published every day with hyperlinks that provide a hook to the reader of the content in a distant website to land up on the site of the publisher of the blog. That has been happening all along and in recent times there has been some efforts by Google and some other search engines to regulate that by banning such back-linking in specific cases.

Optimum ways to create native ads

We need to realize that at the end of the day, a native ad is another form of advertising and it should not be confused with pure informative or educative content that are found on articles, blogposts etc. For those who like to play by the rules as much as possible, there are ways to make the ads better than the misleading headlines that promise the moon and end up in disappointment for the reader. The objective of a native ad is to be more detail-oriented even while overtly promoting the brand. The ad should be designed to educate the reader about a new or unique concept that will have value for him.

We all know about “How to…” content that tell us how to do different things to achieve a particular result. Some of these how to content pieces are advertorials, another variant of native advertising while some are sponsored content where the author may explain how to make solar panels at home and combine the effort with an inducement to buy some or other part that would be needed to make the solar panel. The whole idea is to add value to the communication by providing correct and helpful information on the advertisement and not just get a sale but also win the buyer’s confidence.

Product reviews can also be blended into native advertising but it should be done without resorting to wrongful practices like misleading the reader with spam reviews that are inconsistent with what the brand promises. If a product has proven credentials, and users have found it useful, promote it by all means. Get your users to write testimonials and combine a few such testimonials to put together a well-meaning native ad that presents the true value and worth of your product to the customer. Of course there are reviews that have earned a bad name for their malpractices but overall, people still like to refer them. In fact, many businesses are experiencing higher sales of products with slightly negative reviews apparently because people find them credible and reliable. Praise of a product should not be ‘too good to be true.’

Native advertising can also be in video format and it all depends on the skill of the creative people working on the video to make it credible. Of course, educative and informative content tends to be long and it sometimes becomes difficult to include all that information into a video ad which has obvious time constraints. Yet, there are no better ways to present how to content or product review content than through video where the expert in the how to clip or the user in the review content can be seen heard describing the attributes of the product.

Filed under: Native

What Factors are Driving Online Video Advertising?

Posted August 1, 2017 by Rashmi D @ 8:06 am

While media and entertainment drive sponsored video views on Facebook, it is Influencers who do so, on YouTube

video advertising

There has been a discernable rise in the number of video uploads on social media sites like, Instagram and Twitter as media and entertainment companies are trying to engage their audiences increasingly on social media. This has led to fast growth in online video advertising. Today, content marketing trends indicate that digital first, print, electronic and other genres are alternating between platforms, e.g. if kids’ entertainment helped grow SOV (Share of Voice) on Facebook, it was content covering food that helped grow SOV on YouTube. Before trying to make sense of the increasing numbers of video uploads on social media, it would help to get familiar with some numbers. There are over 35 thousand media and entertainment companies and close to 50 thousand brands that are actively driving video uploads with help from nearly 9 million influencers.

What exactly is online video advertising?

Online display ads that also include videos are essentially considered as video advertising although advertising that is displayed before, during or after a video stream could also be considered as such. These are also known as pre-roll, mid-roll, and post-roll advertisements that are in a way, tagged with the main video. Such ads are edited or unedited versions of TV commercials of brands from different industries. This kind of advertising is a powerful platform for conversion when optimally used, since it creates a more stimulating environment for consumers than most other formats. It helps brands to create a strong presence across user behavior patterns at a fast pace.

What we discussed so far is the simple straightforward aspect of this form of advertising. Because of the scale at which content is created and consumed online, the focus of marketers naturally moves towards the critical data with regard to the content consumption habits in their target markets. After all, the videos that they are uploading in such large numbers across so many sites are intended to bring in some results. In digital video advertising brands are able to build stronger connections with their audiences along the customer journey with focused content delivered across a variety of digital platforms. Such cross-channel video reach has transformed how brands reach their customers at key points of the path to purchase and trigger conversions with highly engaging video content.

YouTube and Facebook are leading the way

The competition is mainly between Google-owned YouTube and Facebook in the online video domain. These two giants not only have the user base to scale up their operations in a big way but also bring in the critical differentiators – advanced technology and investments to crank up their reach of the market. Naturally, most advertisers would love to be present in either of these platforms. In the second quarter of 2017 the total video views of media and entertainment content on Facebook has been over 274 million but views of influencer uploaded videos during the same period has seen a sharp fall of around 90% from what it was in the first quarter.

On YouTube, it’s a different picture but the numbers are impressive nonetheless. The total number of views of videos created by influencers in the second quarter of 2017 was 256 million which indicated a growth of around 25% from what it was on the first quarter. Clearly, the video uploads from media and entertainment companies have been overwhelmingly on Facebook while the video uploads by influencers is equally high on YouTube. Similarly, brands can deliver highly relevant and engaging videos to users across social, mobile and traditional outlets which help improve brand awareness, conversions and retention with integration throughout the content network.

Today, video advertising helps brands reach target groups across their preferred platforms and bring up very high levels of ROI as they now have more channels for delivering their videos along with improved targeting features. Even as the range of digital content continues to expand the use of video for online marketing is also changing rapidly. This has increased the viewership of online videos with engaging, and meaningful content to help brands communicate better in an increasingly competitive landscape. Cross-channel video marketing campaigns connect with users across mobile devices, social networks and websites, delivering content in a steady stream along various stages of a consumer’s purchase journey.

Whether it is video advertising on trusted websites, in-stream videos on smartphones, sponsored content across social media networks or targeted video content streamed on connected TV devices, the communication needs to actionable in order to aid conversion. Customers encountering targeted content across their entire purchase journey can bring success for cross-channel video marketing campaigns and will help in easier identification of the points of conversion. Marketers need to align their video content with relevant customer interests and channels to increase retention and ROI. They must have a good coordination with their media buyer to understand audience segments to be targeted.

Filed under: Video

How Marketers are Dealing with Challenges in the Present Day Buyers’ Market?

Posted by Rashmi D @ 4:54 am

Leveraging the sheer volume and variety of customer data among others, is the biggest challenge facing marketers today

Challenges in the Present Day Buyers’ Market

The speed of technology and adoption presents unique challenges for businesses. In the online world, generating traffic and leads as well as ROI are the leading challenges marketers face. More and more customers are visiting on one website or another; some are just for the sake of browsing the website for fun while others visit the website because they are looking for shopping opportunities.

For a data-driven agency, one of the biggest challenges is how to track visitors’ experience across multiple devices, such as, a customer using her iPhone. They see your product in Facebook, click through to your site, take a look and then move on. On another day, the same customer using iPad, searches your product, but forgets the brand name; he just looks around, compares the price and features, but still doesn’t purchase. But after 10 to 15 days, the same customer is on his desktop computer with his credit or debit card in hand; this time he remembers the web address and goes directly to the website. He adds the items to their cart and successfully completes the purchase.

The volume of data and irrelevant customer experiences in today’s connected world generates more data than many marketers are able to manage. Marketers need the ability to leverage insights from that data to truly personalize customer experiences at scale. Many organizations that are hoarding up their customer data because of the unavailability or awareness of tools to manage them are facing the biggest challenges.

Manually coordinating content and campaigns across distinct channels is time-consuming and costly because you need a complete picture of customer behavior across every channel. So, the different marketing tools and analytics need a set of integrated tools to manage content and campaigns for faster, more efficient and productive utilization of the data.

Disconnected channels coordinating content and campaigns across disparate channels can be time-consuming and costly. Plus, to deliver personalized engagement, marketers need a complete picture of a customer’s behavior across every channel, not just on one. Marketers need a set of integrated tools to manage all their content and campaigns — and be faster, more efficient, and more productive.

Security is another concern because some marketers are bound by decade-old technology which makes data security difficult; hence, most the customers won’t like to share their personal information unless they believe it is secure. Cloud computing marketers can create and manage campaigns more quickly than ever without dependence on infrastructure, IT, or outdated technologies. Mobile capabilities mobile marketing messages, mobile alerts, and apps help marketers create connected customer experiences, drive personalization, and enhance cross-channel campaigns. Artificial Intelligence (AI) can help automate marketing, recommend the next-best product or offer, and collect insights into traffic, sales, service, and marketing metrics along the way.

Filed under: Brand Marketing

Impact of Cloud Computing on Marketing Technology

Posted July 31, 2017 by Rashmi D @ 4:39 am

Call it whatever – a cross-channel, AI-powered, IoT-driven world of marketing but behind all these is cloud computing

Impact of cloud computing

There’s no doubt that mobile communications and internet drastically changed the world. Over the last few years, cloud computing has emerged as the next big disruption in technology and has become a mainstream element of software solutions just like database or websites. Or Is it intelligent cloud?

Cloud computing is now firmly established, not merely those that would be considered part of the information technology sector. Healthcare, finance, retailers and many other industries have all been disrupted by cloud computing. Despite being a relatively recent innovation, it has already made huge waves in the technology industry. Although cloud’s benefits have not been clear to businesses there is still some confusion around this technology. About 94% of employees in the US feels that cloud computing helped their organization move closer to their needs, inspite of the fact that they are not clear on how it has been done but they are happy that it had enabled resource-saving for existing infrastructure management. Consumer cloud services such as Google Drive, Drop box and iCloud have changed the way people think about digital content.

Similarly, there are many cloud-driven tools that have brought about the greatest impact on the marketing technology.

Marketing automation

Before marketing automation came to be loved by businesses and despite the advantage digital marketing offers, the process involves laborious tasks that are time consuming. Marketing automation is a cloud based service that massively reduces the time that businessman needs to spend on daily tasks, resulting in optimization and precision of business resources. Eloqua (acquired by Oracle) and Marketo are some of the leading marketing automation services.

Managing sales cycle

Depending on the industry and the product you sell, the sales cycle can be between days and several months since different companies have different steps and activities till the sale closes. Managing multiple prospects at various stages of the cycle can be quite a painful and complex process. Before the advent of cloud computing, sales managers used spreadsheets like MS Excel to keep track of the information and for the sales cycle management. Now it is done through cloud based tools like Office 365, which is on the cloud along with other dedicated tools making it possible for sales professionals to constantly track leads from anywhere, using cloud based tools.

Artificial Intelligence (AI)

AI will become prevalent in every industry where decision-making is being fundamentally transformed by ‘Thinking Machines’. Artificial Intelligence not only powers new generation of cloud computing technologies, but has the capacity to enhance current cloud platform incumbents. The need for smarter and faster decision making and the management of big data is the driving force behind the trend. AI is moving beyond simple chat applications like scheduling support and customer service, to impact the organizations in more profound ways.

Filed under: Digital

Banner Advertising is an Important Part of Display Advertising

Posted by Rashmi D @ 2:55 am

The objective of banner ads are the same as any other form of display advertising – a click takes the reader to the advertiser site’s specific page

Banner advertising

The most common form of banner advertising is what we see in any commercial, corporate or social website for that matter, in most websites these days. Here are some of the different types of ads that fall in this category. To begin with, there are small ads within or on the left of articles that can either be banner or half banner ads. The large and medium rectangle ads can be found within or at the end of the articles while leaderboard ads are found right at the top of the page or within an article. Although there are no full page ads in the banner category, there is something called a half page ad which can be found on the either the right or left hand side of the page. Then, there are the skyscraper ads with an additional category known as wide skyscraper ads that are found on the sidebars and on top of the web pages. Finally there are the square and small square ads that are found on the right hand sidebar.

Effectiveness of banner advertising

One of the biggest benefits of online advertising over conventional advertising is that its effectiveness is measurable in comparison to other forms of advertising. The customer’s purchase journey begins with a click on the banner ad which takes them to the advertiser website’s specific page where the complete details of the product or service being offered is available. If the customer likes what he reads on this page, there are further links here to take him to the payment gateway through which he makes the payment, thereby completing his sales journey.

There cannot be a better way of measuring the effectiveness of an ad than this indicator known as the click-through rate (CTR). It is calculated by using the number of times the ad was displayed (impressions) to divide the number of users who clicked on the ad. A CTR of 7% will suggest that out of 100 impressions, the banner was clicked on seven times. Banner ads are one of the best ways to increase awareness of a brand and their effectiveness increases proportionally depending on the amount of traffic there is, on the sites where they are displayed. They are also excellent lead generators whereby incomplete click-throughs can be retargeted.

Designing banner advertising

In principle, there is no difference in the two critical rules of communication that are necessary in either online or offline advertising – the message being conveyed in the ad and what you want to achieve from the ad. For instance, if you want to sell a particular type of running shoes, show a pair of the shoes on your ad and give a simple sales headline that doesn’t require any amount of pondering or thinking to understand. That’s because you barely have a few seconds to grab your customer’s attention. Because of the small size of the mobile, tablet or PC screen, your ad won’t have much space to either provide a big enough picture of the shoes or the accompanying details.

You will have to optimize both the visualization and copy of your ad to make the most of the limited space on the mobile, tablet or PC screen and grab the attention of your customer in those critical few seconds. You have to ensure that your product is displayed with a lot of open space all around it and your headline is short and to the point. Many people make the mistake to cramming in too much copy into a banner ad assuming that the customer needs more details at very the moment he sees the ad. That’s a big mistake because unlike offline print, ambience or outdoor advertising, in online banner advertising, the customer should be guided all along the purchase journey in one seamless, continuous and consistent click-through run.

Process of banner advertising

It needs to be remembered that unlike in print or TV advertising, an online banner ad is a quick-fire medium intended to produce fast and effective results. The creative director simply doesn’t have the time or space to play with abstract ideas that sometimes intrigues the reader. For the online audience, there are scores of options right in his device – mobile, tablet or PC and as it happens when one has an abundance of choices, the process of flipping through options is done at a fast pace. It doesn’t require a doctorate in psychology to realize that the online customer is in a hurry to see all his options.

True, there are online video ads that run as long as a TV commercial or even longer sometimes but where does it begin on the mobile, tablet or PC screen? Of course, it all begins from a banner ad where you have to attract the customer with a simple and meaningful headline and a clean, clear and uncomplicated picture of your product. Even if it’s a video, it will start only after the customer clicks on the banner ad. Therefore, the advertiser needs to follow the simple thumb rules of online banner advertising to get the maximum results from his ad.

Filed under: Display
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Add value to your website and earn money at the same time by displaying ads that your visitors actually want to see.

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