Yes, banner advertising can work but it depends on what effects you seek. Banner advertising does not always work on a cost per click basis – the most common form of online display evaluation. But online display may be having other effects that impact either directly or indirectly upon your business. If you’re wondering why many large advertisers seem to continually advertise online, the answer is that they understand the answers to the questions I have posed below.
If you are looking for response, think about these questions:
- Do you fully understand your click path from initial source to last click?
- Are you correctly attributing digital media cause and effect across the click path?
- Are you over-reporting “last click” actions in your click path?
- Are you tracking delayed response as well as direct response?
If you are looking for awareness and consideration shifts, think about these questions:
- Do you have the correct research in place to accurately track awareness and consideration shifts?
- Are you advertising at the correct weights?
- Are you testing different messages and creative formats?
- Are you researching the target audience you are planning to reach (as obvious as this may seem it is not always the case)
Measurement is key to effectiveness in online display. There are hurdles to cross, but the rewards can be significant if you plan and buy online media correctly, with an awareness of all the effects that can be driven by online display advertising.
