While only a scant number of people actually block banner ads, their recall rate is atrocious, which is one reason you’re seeing fewer of them. While people may not physically block banner ads, they mentally screen them out, except for the in-your-face ads that intrude on the screen, in which case they actively hate them.
I think you’re right to push your advertisers away from branding ads. The Internet is an action-oriented medium. The barrier to a reader taking action is low, so advertisers do well to use incentives, coupons, offers and whatever gets the reader to click. It’s amazing more of them don’t use online coupons, which the NAA research demonstrates are a powerful draw.
Good luck with the Batavian. It looks like a great resource for residents of Genesee County.]]>
Can you substantiate any part of that statement?
Substantiate with actual data that print display advertising has a better chance of catching a passerby than online?
Can you substantiate that MANY people block banner ads?
These are purely rhetorical questions, because I know you can’t, especially about ad blocking. The best figures I’ve ever seen is that only about 10 percent of Web users block ads, and based on what I’ve observed over the years of banner delivery and Web sites, I’d be surprised if the number is that high, especially among the slightly older demographic that frequents online news sites.
As for the effectiveness of print display vs. online display, are you really comparing apples here? You talk about passersby, but newspaper ads have never been terribly effective for the passerby crowd. Newspaper ads are most effective for the kind of reader who actively seeks out advertising information. This is part of the reason why shoppers and direct mail have been so successful in disrupting retail display for newspapers.
And the way most news sites have approached online advertising has been more of the orange to the newspaper’s apple. First, a limited number of ad slots on the page reduces the site’s effectiveness as a draw for people specifically looking for local advertising (a problem the newspaper package does not have); second, banner ads have tended (especially locally produced ads, ads produced by people lacking real marketing experience, and produced by people who pay scant attention to what actually works for the advertiser) have tended to be branding ads, which are far less effective at drawing the eye than informational ads (such as ads that purchase particular special on a particular product).
On the The Batavian, I’m increasingly working to push advertisers away from branding ads. It’s not easy to convince a local advertiser locked into “this is what has always worked for me” to think about online differently, but I’m making some progress. Our most effective ads continue to be informational (either pure information about a product, or special online exclusive deals).]]>