Effective banner advertising has two main functions — branding and response — but ads don’t always do both jobs equally well. We take a look at which purpose makes the most sense for a client. The early days of online advertising based its reputation on clicks, which is the response function of the ads. During [...]
The fact that banner ad size has an impact on performance may seem intuitive and obvious to some people, but it is not to others. To be truly effective, advertising has to deliver results for both the publisher and the advertiser. The results for the publisher come in the form of revenue, client retention, [...]
Cost Per Click Driving Down Average Price Online advertising rates are set through a combination of ad size, ad location, ad performance and market demand. This key online marketing strategy results in ad performance and market demand, which in turn influence the price on the online rate card.
Online banner advertising has powerful branding potential that helps Web visitors remember the name of a site and increases the odds that they will return again. It has its place in any online promotion campaign. Text ads on the search engine result pages build response, but banner ads build branding and awareness. Branding and awareness [...]
Contextual advertising banners from Google AdSense, Yahoo! Publisher and other vendors will deliver high CPMs and clickthrough rates if implemented with content that provides the right context. What are contextual advertising banners? They are ads whose subject matter is determined dynamically by the site content that surrounds it. For example, a contextual ad on a [...]
Promise Media provides online marketing strategies for content-rich Web sites. It also publishes a guide to best Caribbean vacations to test online tactics.