Business-to-Business Advertising in the Current Environment, Digital Media
Digital Media - Website banners and buttons. This is the most traditional way for a company to advertise with a magazine’s website. While publications take the time to get their useful content posted on their websites, they are creating value and traffic because of the useful content.
Advertisers should take advantage of this prequalified audience by advertising on a magazine’s website. Usually, online web ads are much lower priced than print ads. Online advertising in the form of banners or buttons offer the advertiser the metrics of page views and click throughs. While these are both very useful activities for an advertiser, this kind of advertising does not give the full-contact leads that most advertisers are seeking. Publication websites generally do not require visitors to register to use the site because they are interested in increasing their traffic through free browsing. Still, the traffic generated to an advertiser’s website through banner or button advertising is very valuable.
It is recommended that animations and frequent content changes are used in banner advertising. It is possible for a particular product ad to be deep linked to the advertisers website to offer quick access by the user to the product of interest.
Creative is very important for web banners and buttons because an ad should attract attention and quickly tell the user what is being advertised. Taking advantage of animation offers the advertiser the opportunity to tell more of their story.