What Is the Objective of Banner Ads? – by Ted Dhanik

Banner ads are one of the most popular types of online advertising today.  There are two main goals of advertisers who utilize banner ads.  The main prerogative behind these banner ads is for viewers to click on the ad and visit the advertiser’s main website.  If visitor’s do this, the advertiser has succeeded.  This is often called a click-through.  However, it’s even better if the visitor will buy something on the website.

If viewers don’t visit the website, the advertiser’s hope is that at least the ad will stick with the viewer.  In other words, they want the visitor to remember the product or business.  One of the main goals of advertisements is simply to grow brand awareness because down the line, this can often lead to future sales.  For this reason, there is a lot of thought and time that goes into nearly every ad we see.

Many advertisers feel that banner ads are successful based on a few different factors.  Advertisers track things such as click-throughs.  The click-throughs account for the number of visitors who click on the banner ad.  Many websites sell banner ad space and charge on a cost-per-click (CPC) system.

Advertisers also monitor page views, which account for the amount of times that a website has been requested from the server.  Page views are important because it tells the advertiser how many people have viewed the banner ad, whether they purchased something or not.  The click-through rate and cost per sale are other important factors that help advertisers track how successful their ads are.

Author bio: Guest post is submitted by Ted Dhanik, the president and co-founder of engage:BDR.  Engage: BDR is a leading media company that offers marketing solutions for direct response marketers and advertisers.  Ted Dhanik has his bachelor’s degree in Business Administration and Marketing from California State University, Hayward.  Ted Dhanik was previously the VP of Strategic Marketing for Myspace for over five years.