Do Mobile Banners Still Matter?

Ever since its introductions in the mid 90s, the banner ad has become an ubiquitous but often overlooked staple in Internet browsing. Sites have to make money, but nobody cares about the obnoxious banners annoying their web surfing experience! And the public's general displeasure clearly shows as many disappointing statistics have been compiled, showing just how few people click on them (e.g. this evergreen article points out how dismal banner click through rates are compared to other improbable scenarios.) So why haven't they gone away yet?Well, for the most part, mobile banners are a very cheap form of advertising. The cost per click or a thousand impressions (or views) can be as low as a penny. But one of the drawbacks is that these cheap ads will most likely not appear in highly trafficked areas (and if they do appear, it will only be for smaller time frames compared to more expensive slots.) You'll most likely purchase this cheap inventory through blind ad networks, or networks where you don't know what sites or apps your ads will be served to. However, there are some pointers to keep in mind to ensure that you not only get your money's worth, your banners will be seen, and it will be clicked on by real people. These pointers will be addressed in a separate article, but for now let's focus on a bigger question: are banners still worth incorporating in your mobile marketing strategy?


The answer is: YES. Mobile banners are a great, inexpensive way to increase awareness. So long the banners are designed creatively to capture attention, are in contextually relevant locations where your target audience can see them, and have an irresistibly compelling offer attached to them, mobile banners can drive traffic and increase brand awareness. Keep in mind that the landing page has to be very simple, with just a few fields to capture crucial lead gen information. Also keep in mind that although mobile banners are inexpensive at driving traffic and aiding in brand recall, it should not be the only or main component of your mobile marketing strategy.What else can be used to drive traffic and generate leads? We'll release more articles on different tactics, like mobile search and social media, along with best practices for each of these tactics. For now, please let us know in the comments about your thoughts on mobile banners and some ways you use mobile marketing to help your business grow!