In 2008, during the financial crisis, banner ads have been declared as outdated. Nevertheless, until now the presumed-dead are holding their ground. However, they are having major problems, mainly due to three reasons:
Résumé: The low visibility will not please the paying advertiser.
Résumé: The question arises, whether clicks are relevant. For advertising specified products in the e-commerce sector: yes. For image and PR-ads: doubtful.
Résumé: Especially the bot clicks become and unreasonably expensive nuisance.
These measures aim at tackling the technical problems of banner ads. But why are those ads actually so popular with the advertising? The answer is quite clear: Its principle is familiar to most and simple to understand. Everyone advertising can understand banner ads, since they are a 1:1 transfer of paper ads to the world wide web. Same applies for the media sector: They understand banner ads since it’s a simple transfer of their printed ads to the internet.
Banner ads offer the potential in the media sector to reach a relevant portion of the overall turnover. It is not sufficient anymore to placate the website with huge amounts of ads. The right advertisement in the right place for the right user – and ideally also at the right time!
This means, for example, that the allocation of advertisement to categories must be a central component of the optimisation – something already taken for granted in the print sector. On the way to finding the „right ad environment” the next step is Native Advertising - integrating ads into to the editorial sector.
The advertised contents are being adapted to the look-and-feel of the respective surrounding (e.g. article font). Although widely known in print - there is still much scepticism and restraint from the media sector.
Just like banner ads are display ads transfer, Native Advertising is the transfer of special publications to the internet. With special publications in printed newspapers the added value of an editorial sector is clear to everyone person, with on-line not – this has to and will change.
This article was written by Dr. Christoph Mayer, Consultant and Media Specialist at SCHICKLER Media Consultants in Hamburg. It was also published in german language at www.schicklernext.com.