Banner advertising has been in the doghouse recently.
Banners don’t work, are too expensive and soon will be outdated in the age of social media are some of the complaints.
Online banners can introduce a brand, says ClearSaleing's Adam Goldberg.
Not everyone is as demeaning of these long-standing stalwarts of online branding. “It’s been the reassessment of them that has been wrong,” says Adam Goldberg, chief innovation officer at ClearSaleing.
ClearSaleing helps advertisers manage their online campaigns, so it might be easy to dismiss Goldberg’s opinion as self-serving.
But he makes a point worth considering giving his work with so-called attribution management. Attribution management attempts to follow consumers on the Web and determine which of the ads they see plays the primary role influencing their purchase of a product or service.
Goldberg says banners often play key roles as “introducers” of brand names, encouraging people to later search for products made by that brand.
Less than a fraction of a percent of consumers typically click on a banner ad. But that low response is missing the point. Banners are big and flashy, and ad campaigns have prompted over half of consumers who later went on to search to seek information on a product, Goldberg said during an interview this week at the Search Engine Strategies conference.
That would suggest significant value. It also would suggest there is significant value in Goldberg’s attribution research. But in fairness this isn’t entirely clear.
Asked if he had complied numerical data illustrating the average effectiveness of banners as introducers, Goldberg said he had no numbers. He needs to come up with some and to let other experts review them.
It would do his argument defending banners a great deal of good at a time when the poor old banner is feeling left out in the cold.
[...] ClearSaleing Co-founder and CIO, Adam Goldberg, explains how online banners often play a key role in introducing a consumer to a brand. Read more about the effects of banner ads and attribution management in the TechPulse360 Blog…. [...]
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In a sense, yes, I would say banners are called “introducers” and I’m pertaining to new products being advertised on the market. And I would say that it produces great results but somehow need survey results to prove that you’re saying is true.But I believe banner ads create great results if done perfectly with great designs.