Five ways to increase the value of banner ads

Generally speaking, your banner ad will conform to the brand's style guide. They are consistent with other marketing materials. They tend to call on viewers to take action, and functionally they are also very intuitive to consumers.

So why don't people click on these banner ads?

Regardless of size, shape or format, Internet users believe that online banner ads should be high standards. Because consumers know what they like to do and what they hate to do. In fact, they are experts in this field.

This attitude forces digital marketers to keep their creative freshness at all times, but their ideas aren't always fresh enough. When a banner ad is displayed, it is not always possible for the user to agree or think "this is really a useful advertisement". Here are 5 ways to improve your existing and upcoming banner ads, increase the number of clicks, shares, and purchases of your products:

1, tracking the mouse movement trajectory. Internet users may feel they have seen all the high-tech in rich-media advertising, but in contrast, there are still some amazing technologies that have not been fully exploited. One of the techniques is mouse-tracking technology. Some brands allow mouse movements to change the appearance of their banner ads (the concept is very popular, Google is also using). Other brands are taking a more traditional approach-inviting users to stay in the hot spots of banner ads.

MediaMind created an ad for the Royal Caribbean that combines mouse tracking technology and an extensible banner ad in the sidekick format of the US interactive advertising agency. In this ad, users can stay in the company's cruise ship pictures in any one of the hot spots, view the relevant features and special service information, click to get more details ... None of this would have left the page.

2. Add the map. If your goal is to induce consumers to patronize your offline store, there are few strategies that are more effective than map tools. In general, interactive map function is the most important function of mobile advertising, but they also occupy a place in online advertising. In order to generate online sales, Spongecell and other companies to the "Smart map" feature added to the customer's ads, using zip code and Google Maps technology for the attachment of the store to create a custom map.

In a banner ad that recently advertised Arby restaurants and Angus Philadelphia sandwiches, users can find the store's address and even get a route guide. Admittedly, this feature is useful, but even better, it fits the theme of the event "to provide consumers with Philadelphia outside Philadelphia".

3. Add Calendar tool. Today's consumers are busy working and living every day, so if the advertising strategy makes it easier for consumers to keep up with the schedule, it will be easier for consumers to accept. Banner ads can link brand events to online calendars. When this functionality is integrated into an online ad, consumers can add the event to their Google Calendar by clicking lightly. If the entertainment company wants to advertise a new series of TV shows or the next episode of an existing show, this is a very good way to advertise. Of course, this approach is also very suitable for the launch of new products or the start date of the brand competition.

4, the use of dynamic creativity. Custom information is a hot trend, and data-oriented display ads are of particular concern. This is also one of the big trends in Forbes magazine's 12 predictions for the 2012. Advertising will use the consumer's IP address, the user's relevant data, including the user's location, shopping history and browsing behavior, so as to update the ads real-time information. A creative ad template should combine the products or services offered by the company, as well as various information options, to mix and match information like Audiencescience, to create highly correlated banner ads. It turns out that the technology is popular with airlines because they can offer special flights in different cities based on the location of consumers.

5. Integrate with social media. This is a new way of advertising when car brand Volvo integrates banner ads with Twitter information to get people interested in their latest crossover cars and to draw users ' attention to their performance at the New York Motor Show. That was two years ago, and it was not entirely universal to use this method to improve the effectiveness of ordinary advertising. But it should, and will, be popular as long as the brand owner acknowledges the importance of online Cross-media marketing. If you are lucky enough to attract the attention of consumers, why not take advantage of the opportunity to present all the information about the product to your potential clients? You should not just limit yourself to Facebook and Twitter's standard links, but also integrate social media by adding value-added to your content.

Each banner ad has the potential to make use of useful (and memorable) features. By improving your advertising, your advertising campaigns, and even your brand, are more valuable to consumers.

(Original starting on April 19, 2012, compiled: Zeng Cui)