No matter your opinion or feelings on the issue, spending on standard online banner advertising will grow 11.4% during 2011, reaching $ 6,560 million and will continue rising to $ 8,630 million in 2014.
¿How to optimize the effectiveness of online banner advertising? Here are some tips:
- Advertise on portals with the same market target and content of the products and services to be advertised and ask for audience segmentation tailored to your interests. Not all online media has the technological capability to do so.
- Do not save by buying small advertising space. Large banners are more effective than small ones.
- Ensure banner design provides the user with the response which will attract their attention, satisfying the "What's in it for me if I read this", and add interactivity so to attract, retain and convert that attention.
Attracted by its effectiveness and how easy it is to measure the impact of advertising targeting markets, as well as its relative low cost, advertisers increasingly use digital media.
While traditional media continue to lead in advertising investment, in Guatemala the portion of the budget devoted to online media - websites, social media and mobile devices is growing, reaching about 10% of the total, noting that the country is following the trend of developed countries, where even the reign of television as the premier advertising medium is being challenged by the Internet.
"Of all the people who see a banner on the Internet, only 1 percent click. But the remaining 99 also made contact with the advertisement, and although they didn’t access it, they still received the message."
The advantage internet advertising has over traditional media, is that it is possible to objectively measure its impact, by counting the clicks that tell us that the reader is interested and needs more information about the product, service or brand on offer.