Ever since IBM, AT&T, Sprint, MCI, Volvo, Zima and Club Med became some of the first Internet advertisers when Hotwired sold the first banner ads in October 1994 (Wired Digital and Hyland), Web banner ads have been the "primary form of Internet and interactive advertising (IAB, Dec. 1996)."
A Web banner advertisement is usually a generally rectangular graphic placed on purchased space on a Web page. "Its goal is to attract the netizen long enough to compel a 'click-through.' The banner ad is nothing but an invitation to visit the site, which is, after all, the real Webvertisement (Pirouz)." But, the Web banner ad also has another important job: building brand awareness. This paper explains the background, usage and future of Web banner ads with comparisons with other media and Web advertising models. It will explore Web banner ad growth, types, research and targeting, pricing models, design and placement.
And according to a study by the Internet Advertising Bureau (IAB) and Pricewaterhouse Coopers, the ad revenues from the first quarter of 1998 totaled $351.3 million. Forrester Research expects U.S. ad spending to be $1.3 billion, and they expect it will reach $2.3 billion in 1999. (Mand). In comparison, it took 15 years for cable television to become a $6 billion industry (Hyland). The Internet is estimated to capture 50-million users in just five years. It took 13 years for television and 38 years for radio to reach this milestone (Hyland).
Larry Braitman, a co-founder of the ad network, Flycast, states: "Banner ads are almost a staple: inexpensive, common standard fare (Braitman)." The cost of developing ads for the Internet is less than for other media (Beatty).
Banner ads are generally purchased without a time span in mind. Advertising on the Internet is unique because advertisers receive guaranteed impressions (or views), compared to other media, which offer estimates of audience size (Pieper, Apr. 1998). Currently the average cost of one thousand ad views or ad impressions being paid by advertisers is quoted as being $35 (Lang and Wilson), but some believe many sites are achieving far less, with rates of $5 CPM (cost per one thousand) not being uncommon (Lang).
Advertising on the Internet is usually easier in almost all aspects. Tom Hyland, writing for the Internet Advertising Bureau, states: "The Internet is the only medium where users can view ads, request and receive specialized product information, make an instant purchase and save time and expense. (Hyland)."
Advertisers have faith in banner ads, and so do Web surfers. The Internet Direct Marketing Report study says 30 percent of online consumers stated they would respond to targeted banner ads. And the study indicated that only 11 percent of online consumers find banners to be "bothersome" versus direct mail (13 percent), email (34 percent) and telemarketing (87 percent) (Braitman).
Online users may be more comfortable with banner ads because they are less intrusive. In proportion of advertising to editorial content, Web pages contain less advertising than other media. The typical banner size is 468 X 60 pixels, or 28,080 square pixels; the commonly accepted standard screen size is 640 X 480 pixels, or 307,020 square pixels. (Pixels are the individual dots that make images on a computer monitor; they are the smallest parts of a digitized image (Olympus).) The typical Web page is 9 percent advertising, compared to television which is about 40 percent and magazines, which have about 50 percent ads (Boyce and Braitman).
"Functional, entertaining and compelling ads are helping to brand and drive direct response, often without the user having to click through to an advertiser's Web site. And that is helping to incite the debate about whether dollars are better invested in Web site development or advertising (Advertising Age, Dec. 1997)."
Web banner ads are generally just GIF or JPEG images. GIF and JPEG images bit-mapped graphic formats which are represented as a sequence of colored pixels. A GIF is a 256 color or 8 bit image; JPEG is a compression scheme for creating small file sizes (Olympus). But the advertiser doesn't have to be boxed into the standard banner ad as the only advertising option. A variety of other types of Web advertisements exist. These include, but not limited to: buttons (also called badges), HTML-based ads, text links, interactive or live advertisements, rich media ads, interstitials, microsites, sponsorships and pop-up windows.
"Badges are small graphics that can be seen in many places where a full-size banner ad wouldn't fit or be appropriate…One of the benefits of badges is that they can be placed in so many locations on a site…Also, badges are often less expensive on a cost-per-thousand basis than banners and can be negotiated for price and location in many more ways than traditional banners. (Ward)."
HTML-based advertisements give more options, such as allowing users to see drop-down lists of product categories (Bayne).
Interactive or live banner advertisements allow users to interact with the advertiser without leaving the current Web site. The technology "lets viewers click on to a banner and get its expanded message without departing from the site." Live banners allow marketers to gather personal information about viewers without leaving the host site with a click-through (Bulkeley). Users can request free samples, register to win and order products; Users can purchase novels without actually going to the book store Web site, or they can take quizzes to find out which products are best for them (Bulkeley). Examples of interactive advertisements include: Hewlett-Packard letting people play Pong, MetLife providing your ideal weight, First Virtual selling Casio watches (Doyle, B.), and John Hancock Mutual Life Insurance Company letting users input their children's ages to find out how much money they need to invest each month for a college education (Advertising Age, Dec. 1997). These newer forms of Web advertisements are based on Java, Shockwave, Enliven and other formats (Advertising Age, Dec. 1997).
"Rich media" banners are interactive ads that use audio and video to capture user's interest (Mand). Even though some Internet advertisers believe that they should wait before they jump fully into rich media, others believe "it is time to find a better, more effective form of advertising on the net (Hopple)." Streaming rich media ads utilize push technology for advertising content. Another model is the opt-in rich media, where users click a standard banner ad to see the rich media ad (Maddox). Only a fraction of commercial sites typically have the capability to carry a broad range of multimedia ads (Vonder Haar). With low connection speeds as the average, the Internet audience may not be fully ready for rich media ads. In fact, some Internet services, like America Online Inc., bar live banners due to their large file sizes. (Bulkeley). In March, 1998, Jupiter Communications reported that the new technology banners are too costly to develop for most advertisers (Chmielewski). Rich media banners have many of the same elements as moviemaking, and may be designed using storyboards to map out banner ad transitions and creative elements (Bayne). A typical live banner development cost may be $7,500 (Bulkeley). Advertisers may also have to pay live banner servers for individual views, for example, Narrative Communications Corp. charges $5 to $6 for every thousand viewers (Bulkeley). Nevertheless, Forrester Research expects that interactive banner ads will represent 1.2 percent of the total U.S. ad spending in 1999 and 4.3 percent by 2003 (Mand). Interstitials, or intermercials, show up on the screen in between loading of other Web pages. "Put simply, it's a message that comes after the page you were just on and before the page you are waiting to see (Ward)." Although, interstitials are losing favor because of frustrating download times (Mand), a study indicates that interstitial advertising can raise brand awareness by as much as 65 percent compared to banner ads (Braitman). Another type of non-banner ad is the microsite, where "an advertiser either places an entire set of Web pages within someone else's Web site, or builds a site to serve the needs of a certain client (Ward)." Sponsorships, or affiliate programs, are partnerships where sites cross-promote content, commercial products/services and advertising. Examples include Oldsmobile's sponsorship of AOL's Celebrity Circle, Advil's sponsorship of ESPN's Sportszone's Injury Report (Hyland) and Hewlett-Packard's sponsorship of HotBot. A direct sponsorship carries the advertiser's name in the title (Biagi, 234). GeoCities and other Web sites utilize pop-up windows, daughter windows (small, inset browser windows) and framed pages to display advertisements. These may annoy viewers (Nelson), and many Web users consider these as an equivalent to spam (Maddox).
The ease of ad implementations has caused an inefficient and confusing proliferation of banner types (IAB, Dec. 1996). Some say that the number of different banner ad sizes has grown to nearly 300 (Ad Resource). Because of the vast array of different banner sizes and shapes, advertisers and agencies may spend considerable time and expense resizing ads to fit different site's requirements (Williamson). In December 1996, the Coalition for Advertising Supported Information & Entertainment (CASIE) and the IAB identified a full range of banner types and sizes currently in use. The types and sizes, as they were outlined: full banner (468 X 60 pixels), full banner placed with vertical navigation bar (392 X 72), half banner (234 X 60), vertical banner (120 X 240), square button (125 X 125), micro button (88 X 31), button #1 (120 X 90) and button #2 (120 X 60) (IAB, Dec. 1996). (See Appendix A.)
"The best advertisers are tightly focusing their banner placements on Web sites that appeal to the people that are likely to want their products (ClickZ Today, Sept. 1997)." Advertisers seek to determine their target audience's characteristics, and they target their messages according to the audience's needs (Biagi, 237). Traditional circulation statements for selling advertising space may include: audit reports, maps, zip codes, geography, demographic data, psychographic data, circulation by industry, ciculation by job titles, circulation by paid subscriptions and circulation by non-paid subscriptions (Bernstein).
Advertising agencies target their advertising messages by using demographic audience analysis (Biagi, 237). "Sophisticated databases that can target users based on registration information submitted to a site can cost tens of thousands of dollars to implement (Vonder Haar)." Some sophisticated technology can match ads to readers; for example, Aptex measures the likelihood that a visitor will click on one banner rather than another (ClickZ Today, Sept. 1997). "As any media planner will tell you, it is impossible to compare CPM objectivity across different media without accounting for the level of targeting the advertiser wants to reach (Boyce)."
Keith Pieper, an Internet marketing consultant for MatchLogic, states: "Targeting is nothing more than targeting the right message (or product) to the right person at the right time. Things like domain, browser type, time and day or week and operating system are all targeting criteria gleaned from your computer, browser and dial-in account -- stuff literally anyone can grab (Pieper, Feb. 1998)." Researching, testing and targeting banner ad campaigns is relatively simple compared with other advertising media. Media buyers and advertisers look to measurement standards to make comparisons. These measurements can be done by an auditing service or a measurement service (which can be done in-house or by outside traffic measurement services). Standard measurements report page views, visits and page requests by analyzing Web server logs (Hyland). (Web server logs track requests that Web server receives for Web page components, like HTML or images. Web server logs contain the IP addresses of the users' computers, the date and time of the visits, the type of Web browsers, the last visted Web pages and other information.) (See Appendix B.) First-generation reporting systems provide advertisers with a count of how many people saw their ad by using impressions and click-throughs (Briggs, Jul. 1998). First-generation reporting systems show information in yearly, monthly, weekly and daily formats, such as total requests for pages, averages pages per day, number of distinct hosts (users) served, as well as many other averages processed from the Web server logs. (See Appendix C.) The first-generation data can be cross-referenced with a few simple databases, and then targeting by geographic location, SIC (Standard Industrial Classification) code information, organization name, size or revenue can be done (Pieper, Feb. 1998).
Second-generation reporting systems provide rough demographics of the site users. Sites that survey users can help advertisers determine site effectiveness (Briggs, Jul. 1998). However, few sites offer good-quality self-reported demographics, purchase behavior and intention data or lifestyle indicators (Pieper, Feb. 1998). Companies, like San Diego-based Straightup Software, offer analysis software to measure ad sales, post sales, total net worth of campaigns and the campaign's lifetime value. Annuncio Live is creating a tool that helps with developing and implementing a variety of advertising campaigns by tracking performance, maintaining customer profile databases and integrating with other ad-serving software (Sperling). Cookie technology can be added to control frequency (Pieper, Feb. 1998). Cookies are small files that some Web sites place on user's computers. The cookies help companies track user preferences, interests and visiting patterns, so they can target specific content and advertisements. The only information that can be saved in a cookie is information that the user provides. Also, cookies can only be read by the Web sites that made them. (Wynters)
Stats should show impressions and click-throughs that compare creative designs and ad placement (Peryer, Jul. 1997). Ad-serving technology allows easy testing of ad campaigns. Key audiences may be targeted geographically, demographically and psychologically. Tests can be done with precise numbers of ad impressions (Hespos). Advertisers have the chance to test immediate user response to advertising with immediate changes (Pirouz). With real-time media, users can change banners, view ad results and offer promotions and time-limited deals. Users can take advantage of real-time media for testing banners and to optimize advertising or to do time-specific advertising (Snyder).
The Wall Street Journal reports that the "industry estimates that banner ads are drawing click-through rates of only about 1 percent to 1.5 percent of viewers, down from 3 percent a couple years ago (Bulkeley)." In June 1998, an article at ZDNet stated that viewers click on typical banner ads about half as often as they did 18 months ago (Vonder Haar), and according to NetRatings Inc., only about 1 percent of banner ads displayed gets clicked. In October 1996, DoubleClick and Internet Profiles Corp reported that the click-through rate was 2 percent.(Vonder Haar). Other experts report a typical click-through rate of 2 percent (Pieper, Apr. 1998). Some sites claim greater click-through rates of around 4.6 percent for all their ads, with individual advertisement click-through rates above 30 percent (Vonder Haar).
"With the average click-through rate and CPM price declining, it's easy to assess that banner advertising is a miserable medium to participate in," says Brian D. Chmielewski, editor of WebPromote Weekly. But he also says: "Remember, we're talking in averages. For every banner ad campaign that performs poorly, there is an equal and opposite campaign to support banner bars as a successful ad medium." (Chmielewski)
Pricing by click-through rate is potentially less profitable than pricing by CPM. Because of this, sold-out sites, like CNET, don't need to take the risk with results-based pricing (Doyle, B.). Nevertheless, "increasing numbers of advertisers and ad hosts are joining per-click networks as they vie for market share (Chmielewski)," because the per-click model reduces the risk associated with the CPM model by guaranteeing visitors to Web sites. "The failure of click-throughs to generate direct sales is leading to lots of experimenting (Blankenhorn)." Because of the capability to track the actual clicking of banner ads, advertisers are able to purchase ad space by a direct response models, such as pay per click-through, pay per inquiry and pay per order, instead of CPM (Blakenhorn and Doyle, B.) A Forrester Research study found that nearly 75 percent of the respondents want pricing to be based on results rather than CPM (Doyle, B.). And ad agencies (such as CKS Group) tell clients to pay publishers only for the actual paying customers who are brought to their sites (Vonder Haar).
Even though click-through rates are generally low, advertisers and researchers still believe in banner ads.
Jim Sterne, a noted Internet marketing consultant, says: "When every product in the world is a click away, brand is everything (ClickZ Today, Sep. 1997)."
The summary of IAB's advertising effectiveness study states "click-throughs are not necessary for impactful brand communication; in fact, click-throughs don't add very much." Their analysis shows that click-throughs only contribute 4 percent, while the banner itself was responsible for 96 percent of the brand enhancement, indicating that the ad "exposure itself carries nearly all the value" (IAB, 1997).
According to the IAB study, a single exposure of an online advertisement can generate increases in advertisement awareness, brand awareness, purchase intent and product attribute communication. "Nearly all the impact measured was generated without a 'click-through' to the advertiser's site -- proving the power of the ubiquitous banner" (IAB, 1997).
The IAB's advertising effectiveness study also indicates: "Web ad banners not only have the ability to remind consumers about brands for which they are already aware, Web ad banners can and do inform users about products that were not previously on the consumer's radar." (IAB, 1997)
The ad impression is awareness in the AIDA model, says Keith Pieper of Match Logic. He said he believes three levels of effectiveness of Internet campaigns compare with the AIDA model: Impression, Click-rate (Interest and Desire) and Response (Action). (Pieper, Apr. 1998)
Because ads can be scrolled past before they are completely loaded, and users are learning to ignore "sales pitch" rectangles at the top of the page, studies have shown that the top-of-page placement is not the optimal place to be. Advertisers are learning that the best click-through rates are for banners that are positioned among the content within the first screen of viewing (usually in the first 640 X 480 pixels) but not at the very top of the page. (Nelson)
A study conducted by University of Michigan graduate students found that ads placed one-third down the page generated a 77 percent higher click-through rate than ads placed at the top. The study also indicated that ads placed in the lower right-hand corner of the first screen, opposed to the top, generated 228 percent higher click-through rates. Their findings were inconclusive in regards to placing two ads at the top and bottom of the same page. (Doyle) Click-through rates may be better for Web pages with only one banner ad compared to pages with several competing ads, unless each ad is of a different shape or size. (Nelson)
Brian D. Chmielwski, the editor of WebPromote Weekly, lists four traits that characterize successful Web banner ad design: color, animation, message, and trickery (Chmielwski). Ads that use bright primary colors (red, blue, black, white and yellow) and multimedia ads may receive better click-rates, but yield only mediocre conversion rates (Peryer, Jun. 1997). Banners designed with a colorful background and type that reverses out so it will contrast with Web pages have greater success (Braitman). The frugal use of color improves click-through rates (Chmielwski).
Use animation sparingly, because banners that use limited animation get results (Chmielwski). Rich media ads can provide significant impact click-rates and final response, because of awareness, recall, purchase intent and perceptions (Pieper, Apr. 1998). In a specific case, lead generation was 0.05 percent with a rich media ad compared with 0.03 percent for a standard GIF banner (Maddox).
In regards to banners with motion, Larry Braitman says "there's a fine balance between getting noticed and being intrusive (Braitman)."
Banners with concise messages that target specific audiences are most successful (Chmielwski).
CD Universe research has shown that their ads that use the company logo get a "virtually non-existent" click-through rate; so they use their tag line: "The most music, the best prices" for branding (Peryer, Jun. 1997).
Banners that use trickery, such a fake pull-down menus and forms, earn extremely high click-through rates, but have low sales conversion rates (Chmielwski). Ads that get best results have "subtle colors and very subtle animation (Peryer, Jun. 1997)." Nevertheless, Web banner ads that have a call to action, such as saying "Click Here", the word "free", or have bright color red accentuating big type may be absurd assumptions for ad creation (Pirouz). Ads should have a strong concept, excellent art direction, creative copy writing, animation for the sake of reinforcing the concept, small sizes for quick load times (10K or less) and be brief and to the point (Pirouz). Banner ads can also received improved click-through rates by placement based on keywords. Some search engines and Internet directories allow advertisers to target ads to narrowly prequalified potential site visitors by purchase keywords; when a user submits the keywords and advertisers banner ad can be displayed (Bayne and Ward). The Frequency and Banner Burnout study, researched by the ad network, DoubleClick, indicates that the lower the frequency, the higher the click-through rate (Nelson). Other analysis shows that a Web banner will receive more click-throughs during the first five days shown compared to later days. The click-through rate gradually decreases over time (Outing). Others believe that ads should be frequent but not dominate by being on every page (Peryer Jul. 1997). Ads that are rotated based on a time interval may have better click-through rates at 60- to 75-second intervals than at 15- to 30-second rotation intervals (Nelson). Even though, maximizing click-through rates is usually the goal, some research shows that ads with the best click-through rates yield the worst sales totals (Peryer, Jun. 1997).
Lawrence Peryer, Jr., the director of business development at CD Universe, lists four parts of evaluating prospective sites to advertise at: rate card flexibility, responsiveness, reporting and reach and frequency (Peryer Jul. 1997).
"There is no such thing as a typical Web advertising campaign, (Doyle, B.)" so it is important to find an agency that can match your goals. In selecting an advertising agency, the agency should ask questions to learn a great deal about the marketer's business, plans and expectations. A good agency should be candid about what they can do and cannot do and how they charge for their services. Also, samples and results of recent work should be first class. (Edwards)
According to Paul Lang, owner of Netsavvy Communication, the three main costs of hosting banners are administration, lost recruitment and opportunity. The administration costs cover supplying and rotating banners and providing performance reports. Lost recruitment costs are the promotion costs of bringing visitors to the host site. Opportunity costs the host site of potential sales when the visitor leaves by clicking on a banner. (Lang)
Publishers that have remnant space, or unsold space, they could sell bounties (payment for delivering paying customers to advertisers) or branding advertising (Vonder Haar). Unsold inventory can also be used for bonuses, trading with other sites to channel traffic to back and forth or to advertise the publisher's other sites or other areas of the same site (Bourland).
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