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![]() What branding advertisers came to feel about banner ads is that banner ads are not the most effective vehicle for branding. Relative to a magazine ad or a TV ad, banner ads are small and easily ignored. What direct sales advertisers came to feel about banner ads is that the response rate for banner ads is low. For most banner ads, the industry average seems to hover between two and five clicks per 1,000 impressions of the ad. That is, if a banner ad appears on 1,000 Web pages, between two and five people will click on the ad to learn more. Those five clicks per thousand impressions don't have much value to most advertisers. The reason is because those five clicks will not all generate sales. Out of 100 clicks, perhaps one person will actually do the desired thing (buy something, download something, etc.). free web site, Banner Advertising. direct response advertising
What's caused this accelerated morbidity? After all, the problem with banner ads is the same problem that had already become conventional wisdom two or three years ago, when Suck first declared the banner bullishness that we've clung to ever since. The problem is that people aren't clicking on them! Because all Web users are not falling into a state of buy-now zombification, like Jerry Lewis's landlady in Rock-A-Bye Baby, or the brainwashed teens in Josie and the Pussycats, the entire market must not be working. Through the fog of crushing depression and cheap booze that constitutes any discussion of webvertising, one piece of fake erudition is always sure to come up: "Banner ads? Those things only get, like, point-five percent clickthrough!" direct response advertising. Banner Advertising
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