In brief: Banner advertising uses a graphic or animated placement on a website or in an app to reach an audience through paid media. Its contribution depends on placement, message, frequency, and what follows after the click.
How I use Banner Advertising in practice
In practice, I use Banner Advertising as one part of acquisition. Before launch, I determine whom I do not want to reach, what proof the offer needs, and how I will identify a relevant response. I continuously monitor search queries, placements, or comments by channel and feed what I learn back into the content and offer.
What to watch out for
A cheap click or large reach is not a success in itself. With Banner Advertising, it is easy to optimize activity that does not bring in the right customers. Be wary of automated platform recommendations without knowledge of margin, capacity, and brand constraints.
Questions for decision-making
- Whom do we want to reach, and whom do we want to exclude?
- What hypothesis about the offer or message are we testing?
- What happens after the first response, and who owns that step?
- Are we measuring customer quality, or only activity in the channel?