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Q: Online Advertising ( Answered 5 out of 5 stars,   0 Comments )
Subject: Online Advertising
Category: Miscellaneous
Asked by: vingram-ga
List Price: $10.00
Posted: 01 Dec 2002 13:44 PST
Expires: 31 Dec 2002 13:44 PST
Question ID: 117347
what makes successful Banner and Rich Media advertisements?  Any
research supporting this question.
Subject: Re: Online Advertising
Answered By: bobbie7-ga on 01 Dec 2002 15:44 PST
Rated:5 out of 5 stars
Hello Vingram and thank you for your question.

What defines a successful advertisement? 

“Most agree that it is the right message, targeted to the right
consumers at the right time. The right message will be perceived to be
of interest, relevance, or value. It must create a brand-linked
impression that will be activated in appropriate circumstances (when
the brand is to be considered for purchase).”

Wired Digital Website

The Wired Digital Rich Media Study conducted by Millward Brown
Interactive is an excellent 25 page report which measured three Rich
Media ads within Wired Digital’s Webmonkey site.

- Intel Rich Media ad
- The Novell Netware Rich Media ad
- Rich Media ad


“After the user was exposed to the advertising, we measured the brand
impact with survey questions addressing issues ranging from brand
awareness to purchase intent. Wired Digital measured direct response
and counted clickthroughs to the Rich Media ads. In one case, where it
was possible to measure “interaction time,” time of involvement with
the interactive banner was also measured by Wired Digital.”


..”Millward Brown Interactive concluded that advertisers should
seriously consider how to implement Rich Media to enhance their
advertising message delivery. Publishers should seriously consider
embracing Rich Media as it may help their advertising customers
deliver a more impactful message, which will lead to greater brand
development and sales.”

Wired Digital Website


Secrets of Highly Clickable Banners

They must:

1. Draw the Eye
2. Engage the Mind
3. Create a Desire for More
4. Facilitate Action

“Secrets of Highly Clickable Banners” is a study conducted by PhaseOne
Communications, which defines several important guidelines for
increasing Web banner click-through rates. I highly recommend that you
read the complete report in its entirety for a more in depth look at
banner ads. You may download this report from this direct link:

Source: The Advertising Council


According to the Internet Marketing Center of California, the
following tips make a successful banner ad:

-“Banners are best placed at the top of the page (full size) or in the
upper left hand column (column).

-Banners should specifically state "Click Here"

- The more a banner reflects the content and style of the website it
appears on, the higher the click thru rate

- Banners are best used for branding and to generate traffic.

- Colors are important for setting a mood, but should not be overdone.

- Use a banner to drive traffic to your site, but don't try to make
the sale from the banner.

- Individual banner ads can have different results. You need to test
the "pull" of your banners before putting them to wider use in major

- Have your banner designed by a professional who specializes in this
area - in the long run it's the best use of your resources.”

Please read the complete article here:
Source: The Internet Marketing Center of California

You may find more market research and case studies here:


Creating Successful Banner Advertisements by Brad Culbert.
This article deals with a variety of techniques which can be used to
increase the number of clicks your banners receive.


Banner Tips – Dedicated to the study of all things banner-like.
Here you may learn how to improve your banners and increase your site


The 6 Steps For Successful Banner Ads:!


Additional information that may interest you:

Value Click Case Study

Search Criteria:

study successful Banner and Rich Media advertisements
successful Banner advertisements
successful rich media ads

I hope you find this helpful. 

Best Regards,

Clarification of Answer by bobbie7-ga on 02 Dec 2002 06:34 PST
Thanks for the 5 star rating and generous tip! Im glad you were happy
with the answer.
vingram-ga rated this answer:5 out of 5 stars and gave an additional tip of: $5.00
Awesome research.  Provided more material than I expected.  Thanks for the work!

There are no comments at this time.

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