As advertisers decide to put adsense into their website over banner advertising, the question still remains. The best idea for advertisers and the best idea for publishers?
Similarly advertisers may feel that image adverts tend to be more responsive yet less likely to stimulate a sale. Conversely text adverts may convert more, whilst being less visible to the consumer.
Text based adverts are the least intrusive of the two formats. However does which means that that Graphic advertising is best? Consumers are used to graphic advertising from signing into free email accounts, and from using other web based services. Through being used to graphic advertising they have almost programmed their selves to disregard it. Through the adverts being untargeted, the consumer is used to brand advertising that they feel is generally less purposeful. This could cause the consumer to disregard the graphic advert from the assumption that it will be the same.
Text adverts are not forced upon surfers. Through being less obvious some people will not see them at all, however those that see them, and read them are significantly very likely to click on them. This program many reasons, but the first is that they provide details. Generally, someone who is reading text on the page will not be fully satisfied as to what they read, and should they check adsense adverts they will most likely read something which will further supplement whatever their intention is next. With a photo advert, it is much more of a gamble for the surfer.
Graphic advertising is usually paid per impression. This is because the advertiser may be trying to promote their brand, rather than promoting a specifically useful service. They therefore are assumed to get worse conversion rates, is actually this text adverts are in the consumers eyes more potent. However, if the text contained within an advert was put in graphic format, which could be the most effective? Well firstly it can assumed that the surfer may well be more likely to view it, you can definitely their were multiple image adverts appearing next together they may feel overwhelmed.
Graphic adverts are also harder to regulate. Let’s consider Google allowing adverts to become changed frequently and without regulation. The advertiser could claim affiliation from the website they are advertising on, and contain keywords such as “ipod” which cannot be contained within a text advert. Although more regulation and quality control could be in place, a pornographic image for example could possibly be made to appear in a advertiser’s adverts unknowingly.
Text adverts in addition have a broader market appeal, as advertisers don’t generally have the in house resources to create an image advert, but do have the in house resources to write a text advert. This signifies a wider array of advertisers find text advertising accessible, through text adverts being less burden for the advertiser, and being simple to change.
Text adverts may also be cheaper for the advertiser to create, when a graphically designed advert may cost in excess of $200. Through removing this fixed cost advertisers may be willing to allot better pay to advertising itself; thus benefiting the advertiser and the publisher.
Text advertising seems to be the preferred choice of the advertiser. They pay a CTR (click through rate) in support of receive targeted traffic. This removes risks from businesses that previously had to worry that adverts were not only seen, but visited and stimulating sales. As CPC (Cost Per Click) is more relevant to text adverts, advertisers are able to gain exposure without needing a high click through rate to function.
The big brands are prepared to advertise in both formats however the broad market appeal of text inevitably helps it be the winner. As flash websites disappear with image adverts, it is becoming clear that text and information is the preference of the website users.
No comments:
Post a Comment