How you view and define measurement metrics and each campaign's success is a key component to consider before answering this question and determining your next advertising strategy.
In 1994, the first banner ad ran on the world wide web and achieved a 75% CTR.
(History of 1st banner Wikipedia, See the 1st banner and Happy 15th Anniversary for digital advertising
Today internet banners or display ads receive less than .05% CTR.
A call out to and our empathy goes out to brand managers proving ROI from banner ads today.
We hope the perspective and shared resources below will help your overall campaign success and outcomes for 2010 Media Planning and Marketing Strategy.
Among many online marketers we find that measuring a campaign based on click rates only tells us part of the story.
Ad-Spark.com does not take a commission on media budgets - therefore we are impartial to promoting banner and display campaigns.
If a vendor or placement cannot meet clients goals, we will not suggest the tactic at the onset.
By measuring display ads on CTR, will not allow online marketers to see the full benefit display campaigns bring.
Try relying on other higher CTR media tactics to drive traffic and convert visitors and analyzing view thru rates on all efforts to see a fuller view of success rates.
Below are media tactics that we have found can result in high CTR's above 2%:
- SEM/ PPC
- Video Advertising
- Rich Media/ Data Capture ads
- Mobile Advertising
- CRM: Permission Email marketing to your internal opt-in customers
- Social Media, word of mouth marketing, Relationship Marketing
- Advertorial, Contextual, ad Re-targeting, and Behavioral
- PR and Article Marketing
- Local Marketing on news and local information sites
- Tying offline media, promotions, and events to online destinations & landing pages
Let us know how you view your online banner advertising as a success or failure.
Happy Marketing ideas for 2010
