How many times have you heard that banner ads don’t work because of “low” click rates. It’s true that they generally do get low click rates, but it’s also a completely misguided way to judge banner ads.
This metric is fair for any banner ad that is intended as a retail direct response vehicle (much like a print coupon, or a 1-800 TV spot). But it’s absurd to lump these in with banner ads that are intended for brand or product-level messaging.
Would we measure outdoor boards by how many people U-turn and head to a restaurant? A print ad by how many drop the paper and head out to buy perfume? A TV spot by how many rush off the couch to buy a laptop?
People don’t want to stop what they’re doing – even if it’s just a click. The realistic goal of many banners, like any form of brand advertising, is not to stampede the viewer, but to create awareness and affinity.
Banner ads can “work” as well as anything else when executed with strategic insight and creative flair.