The truth about banner ads [Infographic]

by [me]

Since the down of the commercial internet in the early 1990′s banner ads have been the default form of advertising. Google shook things up massively with their Adwords program but most media sites still rely heavily on banner ads for revenue.

Banner ads have always stuck me as old media imposing their old models on new technology. However, measurement is different as advertisers were encouraged to look at clicks rather than exposure, as they would have done with press display ads. Branding became less important and click-through became the goal.

The question is do banner ads really work? Are they effective? This nice infographic from the team at Prestige Marketing explains who’s clicking, who’s not clicking and why.

Who Looks At Banner Ads Infographic

4 Responses to “The truth about banner ads [Infographic]”

We’ve used banner ads very effectively in the past, but they have to be targeted, specific and relevant.

A recent example for us was promoting our new software products to a specific audience. We ran banners on two targeted sites, then ran Remarketing banners for those who didn’t initially convert. The landing-page was relevant and focused, plus it leveraged social media to further the reach of the campaign.

Our Remarketing banners were very successful throughout that campaign and went a very long way to bolstering our brand recognition – something echoed very favourably via Twitter.

So banners were integral for kicking off our campaign, and the Remarketing reminder ads got us a considerable number of conversions that we wouldn’t have got without them.

Of course, all of this was backed up by solid tracking, split testing and reporting.

We don’t subscribe to plastering trillions of banners in the hope of getting a minuscule click-through rate. There’s no point doing them unless you know your audience, you target them in places where they regularly hang out and your offer is relevant to them.

Comment by Wayde Christie on May 10th, 2012

The average click-through rate (CTR) of a banner campaign is between 1% and 2%. Compare that to the email newsletter I sent out yesterday which currently has a CTR of 37%.


Comment by Wayde Christie on May 10th, 2012

yep, there’s a lot to be said for qualified databases full of interested who opted in.

Comment by Media Hunter on May 10th, 2012

I’m with Wayde. At the moment I am loving emails. Anyway, I seem to have banner ad blindness these days – I don’t even see them anymore.

Comment by Gavin Heaton on May 16th, 2012

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