The format of an advertisement refers to its type and the
position it occupies on a page. Web based advertising
formats are most similar to the types used in traditional
print media advertising because of the visual medium of
both. There are a variety of advertising formats to
consider when you are looking to strategically market your
business.
Banner Ads
The granddaddy of internet marketing advertisements is the
banner ad, a clickable rectangular image, displayed across
the top of a web page. The placement of an ad at the head
of the page is a strategic choice. Westerners are taught to
read top to bottom, left to right, so whatever information
appears at the top of the page is in a targeted real estate
area for grabbing attention.
Banner ads were one of the original internet advertising
tools, have enjoyed a great deal of success, and are
reliable and proven way to attract customers to your
business and services, and your website. Banner ads however
are not foolproof or one hundred percent successful. Banner
ads have become so prevalent that web users have started to
get desensitized to the images, sometimes ignoring the
images altogether. This phenomenon was first described by
researchers at Rice University as banner blindness, and it
is this issue that eventually gave rise to other forms of
internet advertising.
The next phase
The market saturation with banner ads prompted a new crop
of internet ads to be born. Tower ads, inline ads, sliding
ads, pop-up ads, and video based ads are all popular forms
of web advertising you see on just about every web page
now, and are types of ads that morphed out of the success
of the original banner ad.
Most of these advertising types are a variation on the
format of the banner ad, changing the placement,
orientation and style of the ad to gain more of an edge for
visually capturing one's attention. A tower ad is a
vertical rectangle banner placed either to the left of
right of the web page content. An inline as is a smaller,
more narrow banner ad that is inserted into the middle of
web page content.
Aggressive advertising
There are a couple of banner inspired internet advertising
formats that are more aggressive ways to grab a viewers
attention and tend to be more controversial, spurring loyal
fans and staunch opponents. The sliding ad and pop-up ad
are two of these more aggressive marketing tools.
A sliding ad is an advertisement that literally moves
around the web page, often until it is accessed by
clicking. These ads are some of the most infuriating for
internet users because they force you to stop what you are
doing to acknowledge the ad and make it go away, and one of
the most successful ads for strategic marketing for the
same reason: the advertisement demands the viewers
attention.
A pop-up ad is the most infamous of these aggressive
methods, literally popping up into a new browser window
when you click on a web link. These ads are another type
that cannot be ignored - you must acknowledge the ad to
dismiss it, thus the advertisers have achieved their goal
by capturing your attention.
Most companies use more than one of these types of ads to
make for a collaborative marketing platform. All of these
advertisements can be used in affiliate marketing systems
and using a combination of these methods is an intelligent
way to strategically market your businesses products and
services.
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Christian Fea is CEO of Synertegic, Inc. A strategic
Collaboration Marketing consulting firm. He empowers
business owners to discover and implement Integration,
Alliance, and Joint Venture marketing tactics to solve
specific business challenges. He demonstrates how to create
your own Collaboration Marketing Strategy to increase your
sales, conversation rates, and repeat business.
Contact: christian@christianfea.com
http://www.christianfea.com
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