On the form of advertising on the homepage of the website

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Generally speaking, Internet users will see all kinds of advertisements when they just log on to a website. These ads are messy, so most slogan users can easily forget them. Behavioral tracking is one way to prevent this from happening, making advertising more likely to be associated with the user's life and current mental state. Or, you can take a less sensitive way so that the ads can be easily recalled by the user, the home page to promote your brand.

Many of the home page advertising campaign is so simple: they put the key elements of the Advertiser brand in a very clear position, so that they can not be missed by users, and is unlikely to be forgotten. For some well-known brands, such as Coca-Cola, this approach is particularly effective. Such brands have a certain advantage, can be their brand identity as the site background of the skin (or wallpaper), then the brand can be all day to the user. However, many advertisements take a more creative approach, such as choosing a storytelling form. Today I want to talk about most of the home page of the best advertising program, is aimed at these brands are not high enough, and tend to innovative advertising companies. They need to strengthen publicity to enhance brand awareness, highlighting the role of products.

Sync ads

The Synchronized advertising unit is one of the more popular forms of the homepage advertising campaign. Its technological sophistication allows marketers to create more compelling advertising experiences (like surround sound versus stereo), and consumers are more likely to be attracted to them if they see the ad before they see other content, the content of the site.

Take this week's New York Times website NYTimes.com Homepage of the Mac advertisement for example. The campaign uses three units: a bulletin board, two vertical banner units. The bulletin board is still static, highlighting the latest data from the market research firm, Forrester, which has won the "Best Customer Experience" brand. The other two are in the form of video that responds to each other and sets off a static banner. Three banner ads are the only ads on the screen.

Full coverage of advertising

Synchronized banners can be so thoroughly compelling that users may not be able to notice other content in a Web page for a short period of time. Full coverage advertising has the same effect without giving users the opportunity to be distracted. Because covering ads prevents users from browsing the content of the Web, marketers ensure that the ads are fully visible to users. However, this approach may offend such Internet users that they are not browsing the site to experience this all-encompassing advertisement.

However, although this kind of advertising has a history of nearly ten years, and in recent years has some evolution, but it has been favored by advertisers. According to reports in January this year, Ford teamed up with ESPN.com to create a video overlay ad for its F-150 truck and the homepage of a website. In the advert, the truck was splashed with mud on the Sportcenter host, linking the car brand to the publisher. And the video will run in the background that covers the ads. In addition to the undeniable nature of advertising (both good and bad), the ad has also successfully demonstrated the relationship between Ford and ESPN (CNN). ESPN claims that it has a large number of loyal users, and this will certainly have some positive impact on the car's brand.

Video, advertising and skin

This combination is rapidly becoming a three-streak web advertisement. Advertisers put the video in the front and center of the position, next to the one or two banner advertising units, with a far-reaching impact of the advertising campaign as a background.

Female content publisher SheKnows.com attracts advertisers such as Electrolux (Electrolux) and Mott ' s. These two brands have been advertising on the site's home page in recent weeks, combining these advertising units. All two brands use a background skin to showcase their products: Electrolux shows environmentally friendly washing machines and dryers, and Mott ' s shows an apple box. The two campaigns, when users log on to the SheKnows home page, are successful at attracting users ' attention, without interfering with the user's network activity or delaying their browsing of the site's content.

Next week, we will focus on roadblocks advertising and the challenges that advertisers face when using this form of advertising. With more and more unique advertising ideas, this kind of carefully crafted advertising unit will let media buyers produce this idea, "or home ads better."