Banner advertising - is it an effective form of promotion?

When discussing marketing tools to reach a wide audience, it is essential to touch on the subject of banner ads. Is their extremely high popularity due to their high effectiveness? To know the answer to this question, it is first necessary to understand their role in the world of advertising.

What is a banner ad?

Advertising banners are a form of both traditional and online marketing. They are graphic or multimedia content that is presented, among other things, on web sites, street and free-standing objects and in mobile applications. They are used to promote:

• products;
• services;
• online sites (including blogs and shops);
• other content (e.g. books, films and computer games).

They are popular, inexpensive and usually effective. This is why they are the solution reached by almost all entrepreneurs who want to promote their business dynamically. However, we have prepared a set of information to help you find out whether they will be suitable advertising means for your company.

Advantages of banner advertising

Above all, advertising banners are easy to spot. It is impossible to ignore their existence on a website or when traversing a city by any means of transport. They convey marketing messages in a short space of time, allowing key information about a product or service to be shared quickly.

They can be designed in a variety of formats and styles, and this allows for creative experimentation with concepts. They are a great tool for hands-on experience and for studying the behaviour of the target audience. They even sometimes go viral - advertising content of this type spreads among audiences at no extra cost.

Disadvantages of banner advertising

Excessive banners lead to consumer irritation. It negatively affects their shopping experience and thus does not do much for the brand image. In addition, a large proportion of internet users use ad-blocking software - however, there are some indications that Google is planning to make this type of action impossible in the near future.

Advertising banner - price

How much does it cost advertisement on a banner? For the most part, the pricing is determined on an individual basis and takes into account, for example:

• file size (the resolution behind it);
• graphic quality;
• the presence of additional elements (e.g. an interactive contact form);
• the location where they are to be displayed.

For web banners as part of the advertising offer at InPost, prices vary depending on where the banner is placed and how long the banner is displayed. You can find detailed information and a price list at inpost.pl/advertising.

A greater cost will be incurred by someone who relies on banner printing for advertising. It will be influenced by factors such as:

• dimensions;
• material;
• meshing;
• overlap;
• welding (e.g. hot air welding);
• finish.

Printers and banner manufacturers compete with each other when creating offers. It is therefore worth selecting several proposals and then comparing them with each other. This will guarantee that you find the one that is attractive.

Effectiveness of banner advertising

Determining the effectiveness of outdoor banners is a difficult task. In order to find out whether they positively influence the feelings of consumers seeing them, it will be necessary to create a survey.

The picture is different for web banners. The CTR (Click Through Rate) is approximately 0.1%. This means that one person in 1,000 clicks on the ad. Our website allows us to reach up to 3 million users per month - a potential result of 3,000 unique visitors to the promoted service. This is a lot, especially when combined with the use of other marketing channels.

How to use a banner ad?

Effective use of banner advertising requires an understanding of the specific marketing medium, the target audience and the purpose of the campaign. They must become an integral part of the larger strategy, taking into account the consistency of the message and the creativity to date.

They require constant learning and adaptation to changing trends and audience preferences. If they do not meet specific requirements, it is possible to improve their effectiveness through A/B tests that identify their strengths and weaknesses.

InPost advertising - a modern form of banner advertising

We don't want to boast, but giving up traditional print banners can work out well for any business - provided they decide to use the advertising option on inpost.co.uk, reaching up to millions of unique impressions per month. We know that placing even a few pieces of marketing content on our web site will raise the profile of any service.

We have the proof! They are satisfied customers who have already decided to cooperate with us. We also make it possible to display banners on request, they are placed on Paczkomat® devices. There are 21,000 of them in Poland, and this number is still growing.

Advertising digital banners can be placed in several locations:

• advertising on Paczkomat machine screens;
• a banner within the inpost.co.uk website;
• banner in the InPost Mobile app;
• an entry in the newsletter (promotional material will reach the InPost user base).

However, this is not the whole offer from InPost. Find out more by going to inpost.pl/advertising or by applying via the form below. Joining forces with us is an easy way to gain a competitive edge!