Where to Place Your Online Banner Advertisements
If you run an inbound link popularity report or view the clickstream report from Alexa on your competitors, you might be able to identify where they’re running ads. A banner ad is merely a link in drag, after all.
Look at other ads on a publication site as a clue to whether particular sites are appropriate for your business. Then check their online media kits. If you find no detailed information about demographics or page views or the number of ads sharing the same space in rotation, ask. Ask, too, about reporting options and how to track the results of your campaigns.
Rates are usually lowest for run of site (ROS) ads because they might appear on many pages that receive relatively few viewers. Rates are highest for the home page, which is usually the most highly trafficked page on the site. You might do well to select an inside page at the second or third level. Rates are lower, but visitors to the page might even be better qualified as prospects for your site.
Publishers generally don’t divulge or predict click-through rates (CTR), which depends too much on the quality of the creative element and the value of the offer made in an ad.
Create a spreadsheet showing cost per thousand (CPM), demographics, and banner options to compare alternatives more easily.
Many companies with new products find banner ads of great value in their branding campaigns. The following illustration shows a sample of banner ads created for Gyrobike, the maker of a self-stabilizing bicycle wheel; the nearby sidebar “Gyrobike wheels its banners to success” explains its advertising campaign.