Leisure marketing: Is it time to jump off the internet banner wagon?

Has your rush to get into banner ads blurred your vision?

A recent study suggests leisure brands may be  wasting too much money on internet banner ads.

Only .2 or.3%  of people who are served an online banner ad actually click on it.

Translation:  Out of every 1,000 people who see your banner ad, only 2 or 3 will click through to read more. What’s more, click through rates have dropped 97.5% since the 1990s.*

A recent Harris Poll of over 2000 U.S. adults found that 4 times as many people say they ignore internet ads than TV spots.

  • 6 in 10 say they ignore internet ads.
  • Yet fewer than 2 in 10 say they  ignore TV spots (14%).
  • Less than 1 in 10 ignore radio spots (7%).
  • And just 1 in 17 say they ignore newspaper ads.

Although the results were very similar between men and women, there were some interesting differences between age groups:

  • 1 in 5 Americans over 55 say they ignore TV ads the most compared to just 14% of those 45-54 year olds.
  • Younger Americans are more likely to  ignore radio ads the most (11% of 18-34 year olds versus 6% of adults 55 and older.
  • Almost 1 in 2 Americans ages 35-44 say they ignore internet banner ads.

If most people aren’t reading your online ads, what can you do?

We reviewed recommendations from several experts in the field, and offer six ways to improve your readership.

  1. Buy leader boards and skyscrapers together, and create intersecting messaging between them. Make your online ads hard to ignore by creating one message across two ad spaces on the same web page.
  2. Design your banner ads to attract immediate attention. People scan web pages for useful and interesting information. Moving and unusual pictures pique people’s interest better than static photos.  Buying
  3. Rotate your banner ads more often. If you run the same ads over and over again, website visitors develop what’s known as “banner blindness.”
  4. Match the content of your banner ads with the site you are advertising on. Visitors to a website are interested in reading content that matches their interests. If you’re advertising a hotel, make sure it’s not on a website devoted to camping enthusiasts.
  5. Create a deal. Online shoppers love a bargain. Create a trial offer, a big discount or a free offer.
  6. Use a testimonial. Research has shown that people trust the recommendations of current users of a product over the marketing verbiage created by the company selling the product.

Connect your online advertising to traditional media.

Here at CCT Advertising, we’re finding that many of the leisure marketing specialists we work with are having better click through rates with their online advertising if:

  • They start with a mass media campaign led by TV, outdoor or radio ads.
  • They follow up with online ads to drive traffic to their websites when prospective customers are doing online research.
  • They create an ongoing dialogue with their customers using Facebook and other social media.

How are you making your online advertising more effective?

How does the effectiveness of your online leisure marketing efforts compare to your offline marketing?  What tweaks have you done to improve your click through rates?  Tells us about it.

*If you’d like to read more on this subject, check out our recent post: 10 Little Known Facts About the Power of Online vs. TV Ads

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