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Do Banner Ads Work?

24th March 2011 Marketing

If you’re one of those people that gets fed up with the constant barrage of banner ads that appear on websites (I know I am) then the last thing you’re going to want is a banner ad for your own website, right? Well maybe, but perhaps you should think again.

The Journal of Consumer Research (June 2011) suggests that repeated views of a banner ad makes the consumer familiar with the product or company and in turn leaves them with a positive feeling towards that product or company. In fact the research showed these positive feelings increased as the exposure frequency of the banner ad increased, so even if you’re not increasing your traffic you may be helping to build positive brand awareness, which can only be a good thing.

Still sceptical? well, the research goes on to mention the “mere exposure effect”, this is where people develop preference to things just because they have been exposed to them, and although people may not be able to remember the exact content of your advert they will still have a positive feeling about the product or company.

My favourite banner advert

Now, not all graphic design banner adverts have to be this complex and nor do they need to feature high profile comedians, they do need, however, to be thoughtfully designed and engaging and that’s where Media Street can help.

If you want to find out more about banner ads and how they can help you and your company, get in touch with Media Street Ltd on 01392 914033.

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