Banner ad -- An ad graphic hyperlinked to the URL of the advertiser

 

 

Although it has been shown in recent statistics that the usage of banner ads on websites are beginning to decline, we would still recommend that our client use them on the site upon the launch of the project.  Despite these statistics, banner ads still have a multitude of advantages to consider. A banner ad is somewhat similar to the traditional advertisement we are used to seeing in printed publications, but it has the added ability to bring a potential customer directly to the advertiser's Web site. A banner ad also differs from a print ad in its dynamic capability. It stays in one place on a page, like a magazine ad, but it can present multiple images, include animation and change appearance in a number of other ways. Banner ads generally aim to do two things: to bring the advertiser to a visitor that they would not have had otherwise, and to promote and strengthen branding.

 

 

In terms of displaying banner ads on the actual site for our contact, we would recommend companies who are affiliated with Cultures Restaurants Inc., but are not in direct competition with the business. For example, Yogen Fruz is a sister company of Cultures, and their yogurt products are exclusively used by Cultures as a key ingredient in their signature “Smoothies.” In addition, we have also recommended that Cultures display banner ads that advertise various communities, charities, organizations, and sponsorships that they may be participating in.

 

 

On the same token, Cultures may also seek to advertise their business by placing banner ads on the websites of other companies. An excellent opportunity would be to place an ad on the Yogen Fruz website, in exchange for placing their ad on the Cultures website. However, we have recommended other options for Cultures to advertise. First, Cultures has the option of the previously mentioned method of arranging to display other web sites’ banner ads in exchange for them to display its ad. Second, Mr. Jao could pay publisher sites to post its banner. Lastly, Mr. Jao could opt to pay a banner network organization to post the banner on a number of publisher sites. Given these possible options, Mr. Jao will be able to choose the specific arrangement that best suits his company. In this case, it is our recommendation that Mr. Jao employ the first option. Because of the size of his business, and the inexperience with e-commerce in the past, Mr. Jao does not have the capital to use the other two options.

 

 

Suggestions to keep in mind:

  • Post banner ads on pages with related Web content -- the more related, the better.

  • Advertise a particular product or service in your banner, rather than your site generally.

  • If you do advertise a particular product or service, link the banner ad to that part of your Web site, rather than your home page.

  • Put banner ads at the top of the page, rather than farther down.

  • Use simple messages rather than complicated ones.

  • Use animated ads rather than static ones.

  • Your graphic content should pique visitor curiosity, without being too obscure.

  • Keep banner ad size small. If the page takes too long to load, a lot of visitors will go on to another page.

 

 

In taking these recommendations into thoughtful consideration, Mr. Jao will be able produce an effective banner ad strategy that will help him increase the exposure and traffic to his site.