But ad buyers need to measure the effectiveness of banner ad campaigns as precisely as possible. Banner Advertising Statistics Customize your content. Banner Ads are good. In the previous section , we discussed the importance of hard facts and figures in assessing the effectiveness of online ad campaigns.
Click rate is one measure of the effectiveness of a particular banner, or of an entire campaign.
However, as with any statistic, it is dangerous to make judgements based on click rate alone, as several factors affect it. Comparing Conversion Rates Comparing Your Stats to the Averages Comparing Clickthrough Ratios Clickthrough is affected by many factors, including the following. Targeting - The appropriateness of a particular site for a particular ad campaign has a huge effect on click rate. A banner ad touting shampoo that appeared on a site aimed at bald men would probably get an abysmal click rate, while an ad for a magical hair-growing tonic would presumably get a good one. Good ad agencies devote a lot of effort to finding the best sites, and indeed the best sections of sites, for each individual campaign.