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Apple’s Banner Ad Innovation

Posted By Jeff Sexton On May 26, 2009 @ 7:49 am In Advertising,Improving Conversion,Online Persuasion | 18 Comments

[1]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 [2].

P.S. And for all the Apple fans out there, here’s more news on the highly anticpated Apple Tablet computer [3]

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URL to article: http://www.grokdotcom.com/2009/05/26/apples-banner-ad-innovation/

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[1] Image: http://www.grokdotcom.com/wp-content/uploads/2009/05/6a00d83451c31c69e201157093eb9a970b-500wi.jpg

[2] Apple’s latest banner and sky-scraper ad combo on the New York Times: http://metacool.typepad.com/metacool/2009/05/i-saw-two-cool-things-today-which-renewed-my-faith-in-the-ability-of-us-all-to-innovate-anywhere-there-are-tons-of-things-ri.html

[3] here’s more news on the highly anticpated Apple Tablet computer: http://www.businessinsider.com/apple-tablet-in-2010-2009-5

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