Probably the most famous (and successful) banner ad campaign has been the infamous dancing figures banner ads for LowerMyBills.com, with ROI reported to be in the 4:1 range. The fact that they no longer infest the web with their rational-though destroying antics might be the sole silver lining of the recent financial crises.
But as the ROI figures attest, the ads worked. And they worked because:
1) The animated movement made them almost impossible to ignore.
This is important because online visitors are practically hardwired to ignore banners and right-hand columns in order to focus on Active Window content. So most static banner ads are assiduously ignored. Right-hand column ads can work, but you’d better have a very targeted audience and contextually relevant ad
2) The appeal of the offer was incredibly broad – if you owned a home, you were a potential target.
As annoying as the LowerMyBills ads were, they worked because they had a relevant offer to the vast majority of viewers. Obviously, you can have a narrower appeal if you also narrow the placement and context of your ad, but the laws of relevancy still apply.
So why do I bring this all up? Because it appears as if Apple has figured out how to make animated banner ads un-ignorable AND enjoyable (rather than annoying). Check out this post on Apple’s latest banner and sky-scraper ad combo on the New York Times.
P.S. And for all the Apple fans out there, here’s more news on the highly anticpated Apple Tablet computer