It is definitely a task to break through all of the clutter when trying to create an effective banner ad. It is my opinion that skyscraper or button ads help to so because they are not used as much as your typical longitudinal banner ad. It is important to create an ad that speaks (not literally) to the consumer. The ad needs to stand out because a person does not normally get on the internet to look at all of the banner ads, they are searching with another purpose. Therefore, if you can make them divert their attention to your ad, you've done your job. An ad like this is not appealing and would not create a want for the consumer.
Personally, I prefer ads that require interaction. Ads for zwinky.com are in particularly appealing because you can dress and create your own person just in the ad. Involving the consumer makes it a fun and interactive experience for the person surfing the web. I do not usually click on banner ads unless they are really interactive for me. As stated earlier, I do enjoy the zwinky ads because they involve me and it is fun to play with the options they give me. Consequentially, I have clicked on the zwinky ads before. As another example, I enjoy a lot of the Volkswagen ads because of how you can interact with them, such as the Volkswagen ad seen above. If you were to see that ad on the internet, you would be able to type in different words in the blank.
Lastly, I wanted to address banner blindness. I believe when companies use banners that looks like a warning to your computer or, as the article states, when the ads have fake OK or CANCEL buttons. These types of ads get clicked through more than any other add because they are deceiving. However, just because people clicked it, does not mean they wanted to see what the company had to offer, they just simply did not recognize the banner as an ad.
3 comments:
Do you think, the advertiser is just looking to create click throughs to make money? Or do they create these to get people to visit there sites?
I understand that the example of "bad ads" that you used doesn't involve any interaction, but I don't think that classifies them as bad. I think if those banner ads were placed in context or use behavioral targeting, they could be pretty relevant and effective. Overall, though, I do agree that interaction is key!!
I totally agree with you... interaction is definitely key to a good banner! The customer needs to get involved with the ad!
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