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The most important aspect of an effective Banner advertising campaign is initial planning. What are you trying to accomplish with Banner advertising? How will you measure success for this Banner advertising campaign? Will you be happy with increased awareness (name branding) or are we only interested in the number of leads generated, sales made or hits to the site? Who is the target market? Who is most likely to be interested in your product or message? Thoughtful planning is the foundation of any Banner advertising campaign. If you are trying to build name recognition, then you will want to fill your Advertising banners with your name and logo. If you're looking for click through volume, your logo will probably get in the way. Site category and geographic location are equally important in target marketing. Targeting the audience effects the direction of the campaign. If your target audience is teenagers then, targeting Banner advertising at conservative sites might be useless. Equally, if your key prospect is the no-nonsense business type, you might want to allow quick access to decision-making data avoid things like large animation graphics and humor. You must also consider the limitation on file size and the physical size of ads.
Creativity can easily make the difference between a 0.5% click through rate and a 10% click through rate. Even if you only achieve a growth from 0.5% to 1% you are doubling the effectiveness of your campaign. Whether you are a well established business that can purchase regular ads from your Banner advertising budget, or a teenager creating a business with only free banner swap ads to use, you cannot ignore the critical difference that creativity can bring. Creative design does not have to mean flashy animations, but often just a few minutes careful consideration. Effective design can easily mean two words on a plain background. A good ad campaign typically involves a series of new ideas and designs. Even good designs get stale because they become commonplace. So have a range of different approaches to increase your ability to get your message to a variety of targets.
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