Sunday, May 26, 2019
     Interactive Web Design, Database Integration, Online Promotion, ECommerce Tools & Business Resources

Do You Experience Banner Burnout?

By Mark Idzik

Do your banner ads suffer burnout?

How long does it take for your banners to start dropping in effectiveness? Are you using more than one banner? Is it animated? With click-thru rates running less than 1% industry wide, how do you make banners work?

Analyzing banner ad effectiveness is quite interesting, and can be very revealing.

We're in the process of running a campaign for a client across a larger banner network using several rotating banners and the results are very interesting.

This client is in the computer business, so targeting computer or internet oriented sites was our first thought, although we decided on doing a run-of-network (RON - across all site categories) to test it for the first time.

Surprisingly enough, the category that received a whopping 4.5% click-through was "Family, Children, Pets & Education" sites. Computer and Internet related sites ran approximately 2.5%, still good, but not nearly the response from the top category.

The ad worked well for about 10 days, and then started dipping. These 10 days represented about 300,000 impressions.

The banner did not have animation, was 3K in size, and resembled a Windows 95 system message.

We've found that by alternating several banners and testing their effectiveness, we could pull out and replace those that weren't working, and get a very impressive overall click-through rate.

Knowing the above, here's what we recommend to maximize banner effectiveness and minimize the burnout:

  • create a fast loading banner.
  • if appropriate, use a Windows system message theme.
  • test several banners on a quality banner network like Flycast or Burst - run tests on LinkExchange if you are on a tight budget.
  • run the banners run-of-network (RON - across all categories) to test and find out what categories work for you.
  • spend between $3-$6 CPM for your tests RON. Selecting categories will increase the costs significantly.
  • review your results weekly and replace or add new banners when you see a dip in performance.
  • test, test, test!

Finding out whether your campaign will work will depend greatly on many other factors, including what product or service you market, whether you are creating a mailing list or selling directly from the banner, doing a survey, or a variety of other strategies.

The most important thing we've learned is that you must test, and continue testing. What works for someone else, may or may not work for you. You can research other's results (as we mentioned above) and use that as a basis for your campaign.

Good luck and get rid of that burnout!


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