Are banners effective or have they totally lost their
appeal? Some say banner advertising never really had an
appeal on a medium that relies on the user doing the
navigating rather than the medium calling the shots.
Anyway, don't Internet users access the Internet through
Search Engines rather than through advertising? Banner
advertising went through stages since its inception to
become a marketing tool that motivates people to action
instead of merely an informational tool like a print ad or
web site.

Banners are right in people's faces everywhere on the
Internet. Do these advertisers really think that so much
exposure is eventually going to lead to product recognition
or move someone to finally click on that banner? Odds are
most Internet users are totally blocking out that banner and
ignoring it as just static behind the scenes. Still, many
Internet Marketing sources feel banners can be effective
advertising tools if used correctly and in the right place.

Banner advertising that does work has to be in the right
place, at the right time where the Internet user is most
receptive to that banner's message. It has to get right in
front of the viewer's face and catch their attention in a
positive and not annoying way. Some ways that advertisers
are finding banner advertising useful is by employing
animation. Animation can get attention, but keeps the
viewers eyes moving and can just become an annoying
distraction. Another way to use a banner effectively is to
pose a useful question like if you do [such and such] then
you get an additional [such and such]. Banners can also
offer freebees. Everyone loves a freebie, without a catch.
For instance, offer a chance in a drawing or a free trial
offer. Banners that position themselves to do more than
inform create a desire that the viewer wants to act upon.

Some critics say banner advertising is nothing more than
exposure and draws in site tourists better than ready
customers who are leaning toward making a purchase. Is this
really the attention that the banner advertiser was seeking?
Furthermore, today's Internet user is much savvier than the
wave of Internet users in the '90s who didn't mind following
a banner to new and exciting spots. Truth be told, today's
users are more cautious and skeptical of so called
"freebees" and other gimmicks.

Another reason banners fall short of their expectations is
more Internet users are ignoring or blocking banners to
avoid the risk of identity theft, ad ware, spy ware, and
other goodies that often lurk behind the attractive banner.
This skepticism is causing many website creators to find
more creative ways to get across messages about their
location than through banners that are perceived as
destructive or invasive to one's computer.

Time is of the essence in gaining your visitors attention
- some say you've only 8 seconds before the visitor decides
to stay, or leave
- and banner advertising tends to drag down the loading
speed.

Some web sites rely on banner ads for an extra source of
income, especially if visitors follow the banner to its
destination. However, the web site itself also wants to
maintain its visitors and customers who don't want to be
bugged by advertising and slow downloading times. Sometimes
simpler banners are more effective than complicated flashy
banners.

What does an advertiser consider effective when it comes to
Internet advertising anyway? Is the ad effective if people
click on the banner or effective if sales increase as direct
result of the banner ad? The measure of its effectiveness
is sort of hit and miss. Much the effectiveness depends
on the banner's total campaign and goals of the advertiser.

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