Advertising as a Website Marketing Tool

Writing by Brick Marketing on Friday, 16 of November , 2007 at 4:52 am

Ads make great website marketing tools, but a recent article that appeared in Marketing Pilgrim might want to make you consider how you plan your campaign. Advertising makes the web go round and quite often marketers overlook the level of annoyance that their advertising causes. Generally, I take such data with a pinch of salt, but there is some useful information that can be gleaned here.

* 55% took a “strongly negative” view of pop-ups and pop-unders.
* 31% were strongly negative on online video ads.
* 27% took a strongly negative view of “advergames.”
* 21% were strongly negative on skyscraper ads.
* 18% had a negative view of banner ads.

Most people view advertising as a necessary evil, but at the same time, site owners that make a living from selling advertising on their websites do need to realize that some forms create a level of annoyance that causes backlash. So many people automatically block pop-ups and pop-unders that they have been rendered a more or less ineffective way to advertise.

While a large number of people have a negative view of video advertising, many seem prepared to accept it. The best way to make use of video advertising appears to be what many news sites have been doing for quite a long time; running the advertisement before a video. As website marketing tools, video ads still make sense. They are not as intrusive as pop-ups and they make a fairly strong statement.

Should a website marketing site steer away from advertising because people have such a negative reaction to it? Absolutely not, advertising is a great way to get exposure for a product or website. Just remember that there is a point where it goes too far. I know of at least two popular websites that I avoid because of the advertising; I don’t care for sites that have sky scraper ads with flashing borders. I block pop-ups and pop-unders because they are annoying and I tend to skip video ads if possible. Though I skip the video ads, I invariably end up seeing enough of the ad to be able to identify the product that is being sold, so they achieve their purpose. As such video ads, despite their negative image, are incredibly useful website marketing tools.

Here at Brick Marketing, we have a great deal of experience with planning and instituting advertising campaigns. If you are interested in starting a new advertising campaign, then do not hesitate to contact us.

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Category: Website Marketing Tools

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