Banners are dead. Long live the banner!

For some time discussing in the sphere of advertising and digital marketing effectiveness of banners, so much so that someone was quick to sanction the death! I state, to be fair to the reader, to be among those who sonostengono the exact opposite. I think the banners are not dead ... but, sometimes, are "misunderstood" and in this article I will try to explain the whys of my position.

A little 'history: the button to the Video banner

The banner was created as "imitation virtual" real-world of banner ads (like those found in stadiums or on the street). The first banner ads are already present at the dawn of the Network and represent the first proven form of advertising online.

• Initially, the formats are not standardized and each site cut the spaces he considers most suitable for this form of communication;
• The first banner is small and this is a constant feature in all sites of the time. Depopulated formats Full Banner (468x60 pixels) Half Banner (234x60 pixels) and the small Button (120x60 pixels);
• The first banners are clicked: the dawn of the Net users are surprised by these "elements" that are able to capture their attention, generating CTR really unthinkable today (we are talking about averages more than 2.5%);

The advertising on the Internet started to become serious. In 1996 he founded the IAB (Interactive Advertising Bureau), an association grouping the main players in the digital advertising market in order to create standards and establish common rules for this new form of advertising.

Over time, banner sizes are standardized and tend to "grow in size." The banners are bigger and less clicked. The old formats (Full Banner, Half Banner and Button) pass into disuse, being replaced by the Leaderboard (728x90 pixels), Skyscraper (120x600 pixels), Wide Skyscraper (160x600 pixels) and Medium Rectangle (300x250 pixels).

The new banner formats, although much larger and more visible than their predecessors, they know a breakdown of the average CTR: it goes from 2 or 3% from the beginning to a much more meager 0.5% in 2005 and an even smaller 0.1 % in 2008 to reach today, even lower than average results (we speak of something like 0.05%!).

In the meantime, however, come new kinds of creativity: the first banners were simple images (at best it was an animated GIF), but over time the new technologies (such as Adobe Flash) and the spread of fast connections to the Net have allowed the emergence of new forms of visual and interactive accattivaneti much more.
The advertisements online have started to look more like those television (today maggiornaza banners contain animation or even video) enriched with multimedia elements. But not only: in addition to banner ads were created new forms of visual advertising through rich media formats such characterized by a high degree of multimedia spectacle and invasiveness.

• <<
• 1
• 2
• 3
• 4
• 5
• >>