Have you noticed the various advertisements on the side of the websites you visit? As technology advances, companies have had to create new ways of advertising that are up-to-date with the newest technology. One of the various ways of advertising on the Internet has been through banner advertisements. These banner ads are either placed on websites related to the product or idea or on frequently visited websites, such as Facebook or Google. They tend to reflect an individual’s preferences due to his or her previous engine searches or even e-mail topics. However, these banner ads have advantages and drawbacks.
Banner ads have become a very important component in a marketing mix in order to increase brand identity. Even though people may not click on the ad, individuals are exposed to the name, logo and/or slogan creating name recognition.
Banner ads aim not only to attract customers with a simple click but also to target the appropriate audience. However, banner ads sometimes fail to attract the proper audience. In fact, when the Wall Street Journal posted an article about a man killing a woman and hiding her in a suitcase, the banner ad read the meta data and posted a banner ad for suitcases. This definitely did not attract the appropriate audience needed.
Many times, the banner ads may actually be placed on the proper sites but people tend to ignore them and only pay attention to them when they click on them by accident. Is it really worth it to pay for an advertisement that people only look at when they make a mistake?
It is hard to determine the exact future of banner ads especially because they have evolved so quickly in the past years. Some people say that this is the end of banner ads but others say they will succeed in the future. It is just a matter of whether or not they can keep up with the new technology and if people continue clicking on the advertisements.
– Carolina Navarrete