Marketing brands can be a very expensive exercise and often, in
traditional media, very difficult to track and value.
Marketing brands online through banner advertising, although much easier to
track, has in the past been very difficult to target to specific
prospective consumers in 'buying mode'.
However, marketing brands through banner advertising in 2011, has become
more much more effective and delivers more value for money. The new ways of
banner advertising use advanced targeting and optimization techniques that
target your brand message to potential customers where they are at their
most receptive and hence more likely to take action.
A certain level of artificial intelligence now, powers some banner
advertising systems. As consumers search online, these systems will display
ads to them relevant only to their search terms. There are actually more
than 300,0000 monetised websites in Australia alone (that's websites that
accept banner advertising), so with these clever systems, your ads can
appear on any of those websites as many times as your daily budget allows,
to people actually searching for your type of product or service.
Ever been on Facebook after visiting your favourite online shopping
site, then seen an ad in Facebook for the very product you either just
purchased or researched for purchasing. Feels bit big brother-ish doesn't
it, but it works!
Computer driven campaign management systems can also learn over time which
keywords and which websites drive the best performance for a campaign.
Then, automatically shift more of your ad dollars to the most effective
sites. This is conversion-based optimization.
As users interact with your campaign's display ads, the sites that result
in higher conversion rates receive the highest frequency of your banner
ads. The technology allocates budget by steering ad dollars towards the
sites that are most cost-effective in bringing people to the brand's
website or landing page. Marketing brands in this way ensures the highest
frequency of brand messages get to the highest number of targeted
Banner ad remarketing is another clever tool used in these
new systems. This works by showing the display ad to potential consumers
who have previously visited your site through any of the
campaign ads. After the first visit a remarketing cookie is placed on their
computer that tells the campaign manager (this is a computer not a person)
to remarket to this user. By targeting users who have already expressed
interest by visiting your site, remarketing reinforces your brand wherever
they are online. Remarketing can bring potential customers
back to your site, which enhances your search engine marketing investment
and moves the consumer closer to a sale over time. Marketing brands becomes
more effective, more targeted and more accountable.
While not all targeted consumers in your online banner campaign will need
your product or service today, display advertising now builds top-of-mind
awareness consistently, so your brand will be the one they remember when
they are ready to buy. Marketing brands with this kind of online system
gets your brand in front of more potential consumers. The key then to more
conversion, is to develop creative banner ads that drive users to take
action.I rather like this Nike banner ad...