RE: UKNM: Banner Ads

[Russell Goldsmith]

> -----Original Message-----

>

From: Lucy Cokes (*\*) [lucyneutralize [dot] com (mailto:lucyneutralize [dot] com)]

> I think you should mainly think of banner ads as being brand awareness

> building only, as click through rates are normally very low, you would

> certainly never expect any click through rate, let alone a

> high one for a

> run of network campaign, unless you had some extra-ordinary

> creative or a

> promise of cash funds for doing so!  Also most results from

> people visiting

> a site as a result of seeing the banner are not that traceable as many

> people may visit a site as a result of seeing a banner at a

> later date, but

> may not necessarily click on the banner.

>

> The highest click rates we've managed are 7% (very high) but

> that was highly

> targeted and that is really the key if you want to a high response.



Lucy, I don't see how you can say that banners should just be awareness only

given we've had cases of over 20% click-through.  At the end of the day, it

simply depends on the overall objective, and then how you achieve that in

your planning and execution.  For fear of repeating myself from a previous

thread in this group - here's something I sent last week about click-through

vs awareness


Awareness vs Clickthrough


1. Awareness


We set up Butterkist's sponsorship of www.popcorn.co.uk and none of the

buttons, sponsor slots or banners that appear throughout the entire site,

link away from the site - infact, butterkist dont even have their own web

site - yet, here is a quote from their brand manager


"Butterkist's strategy is to create an association between watching movies

at home and eating Butterkist - 'Stay Home, Watch the Movie, Eat

Butterkist'. By using a different and groundbreaking approach, the first of

its kind, awareness of Butterkist has been driven through www.popcorn.co.uk

which has enabled us to capitalise on already existing interests of the

movie buff. Coupled with the highly apt name of the web site, its high

traffic flow, and an on-pack website address the success of this contra-deal

has gone far beyond expectations. Prompted awareness of the brand has risen

to 69% and we believe the web activity has been instrumental in driving this

increase. By showing the link/logo on every page of the site, Butterkist has

optimum visibility and thefore a high recognition rate by the user as they

move around the site while the link to the competition page enables the user

to further interact with the brand. This highly innovative approach to brand

awareness taken by Marketiers 4DC has been instrumental in the success of

Butterkist and furthering the

Butterkist/Movie link."


2. Click-Through


Having said all the above, banners can also work for click-through.  We

created an HTML banner for TheSite.org - which is a site for 18-22 year olds

who, leaving home for the first time, may be looking for help and advice on

anything from careers and housing, to sex, drugs, relationships etc.  The

banner had a drop down menu allowing people to search for advice on a number

of topics within the banner itself, and placed this in specific sections of

Lycos, and against keywords.  When you entered a keyword and searched the

banner, it took you directly to the page on thesite.org's web site where you

got the information you needed - not their home page.  The click-through was

over 20% - so successful, Lycos aksed to use it in their media pack.  Here's

a quote from their marketing manager:


"With click-throughs of over 20% for part of our campaign for thesite.org,

Lycos worked with our agency to prove that banner advertising still has a

key role to play in an online marketing strategy. We were truly delighted

with the results that were generated."




_______________________________________

Russell Goldsmith

Market Tiers 4DC

29-55 Gee Street, London, EC1V 3RE

T) 020 7253 8888; F) 020 7253 8885


Control the Power

www.markettiers4dc.com


Win this Christmas @ www.adventcalendar.net



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