a study on banner advertising on internet f.pptx
TRANSCRIPT
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A study on Banner Advertising on Internet
by :- Sadaf Naaz siddiqui
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Definition'Banner Advertising'
A rectangular graphic display that stretches across the top or bottom of a website or down the right or left sidebar.
The former type of banner advertisement is called a leaderboard, while the latter is called a skyscraper.
Banner ads are image-based rather than text-based a
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Cont. Are a popular form of website advertising. The purpose of banner advertising is to
promote a brand to get visitors from the host website to go to
the advertiser's website.
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Banner adsThe oldest, most common online advertising
tool.
The first Banner Ads appeared at wired.comfirst advertisers (14) included:
IBM, AT&T, Sprint, MCI, Volvo, Club Med, …12 weeks of display for $30,000
click-through rates average 0.39% to 10%
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Banner Ad UsefulnessWhat can banner ads do?
build brand awareness
5% increase compared to control
a positioning too
increase advertising awareness
30% increase compared to control direct response
to information to purchase
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Banner TerminologyClick-Through
a viewer clicking on an ad to go to advertiser’s siteClick- Through Rate - or Yield
the percentage of click-throughs to banner viewsUnique Users
net reach/non-duplicated visitorConversion Rate
the percentage of shoppers that make a purchase (1-5%)Run of Site (RoS)
Banner ad is displayed at a website or network without the use of a keyword or categorization
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Banner adsTypes of Banner Advertising
Static
Dynamic
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Static Banner AdsDefinition :-
A static banner takes the shape of an image that might contain graphics and text.
A creative piece that contains texts and graphics of banners
Most of these static banners are .jpg files, but you can also find them in .png, and .gif.
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Cont.Advantages :-
Widely accepted
The file size can be kept low
Can be viewed on most of the browsers without use of plug ins
Non intrusive in nature
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Cont.Disadvantages :-
Can easily be over looked
Unattractive
Hard to fit in a lot of details
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Dynamic Banner adsDefinition :-
A live banner is a banner ad which is created dynamically
(or whose content is created dynamically) at the time of display, instead of being pre-programmed with fixed content.
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Cont.Advantages :-
Grab attention
Get more than one massage across
Make an impression
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Cont.Disadvantages :-
A little expensive
Uses much space
Sometimes irritating to users
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Banner Ad EffectivenessInternet users expect to save money or time, so
ads must be creative and promise benefits to create clicks.
discounts, contests & giveaways help
What works the best?
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The Future of Online AdvertisingSmall base, but a healthy rate of growthInternet advertising revenues increased
141% from $1.92 to $4.62 billion in 1999 (IAB).
> 55% of online ad expenditures goes for banner ads
$1.58 billion spent on outdoor advertising
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SWOT AnalysisStrenght :-
Low-cost leadership Strong relationship with the suppliers To achieve a higher conversion rate Boost sales Earn more profits. Has more than a billion active users The user experience is excellent Understands what the users need and want
Weaknesses: Not the best product quality Slow response to customers’ inquiries Weak click-through-rate of advertisements Lacks of some features like video chats, group chats, dislike buttons, etc. Attitude towards users’ privacy creates a negative image Lack of website customization Weak protection of users’ information
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Cont.Opportunities:
Government’s support in emerging local markets More customers shifting to online shopping New ways to encourage repeat visits New market segments and niches New design trends to convey messages better More efficient marketing tactics Positive changes in socio-cultural factors
Threats: Increasing number of mobile internet users Users have ad-block extensions Online marketing’s slow growth rate Privacy issues like identity theft Weak business model SPAM & unsolicited advertising Upgraded browser software
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THANK YOU