Currently more than 98% of web users in the U.S. are able to
view Macromedia Flash web banner content
Well, it seems no one sees web banners now. Though online
advertisements still rely on them, the problem is that our eyes
simply "filter out" web banners. Obsolete GIF web banners have
turned into no more than billboards along the information
superhighway. Microscopic click through rates just reflect the
severe truth: old good web banners cannot draw web surfers
attention any more. Your click through rate is going down. Your
traffic is drying up. You know that your profits depend on it.
What can you do as the web advertiser, to bring people back to
your website? How can you turn your ad into a 100% eye stopper?
Let's think of banners as of the real world billboards.
Generally, you have three ways to increase their response:
1.
You can buy all the billboards along the highway.
2.
You can build a VERY BIG BILLBOARD.
3.
Or you can create a very different billboard.
The first two options might very well be highly effective but
their main drawback are one in the same - the need for a large
budget. So, unless you are the CEO of a large company, you have only
one recipe: stand out of the crowd. It's essential that your
banner should look different than the "rest of the pack". Yes,
it's a tough task. To create a high impact banner that can
definitely attract people who are just bombarded with all kinds
of advertisement?
We have one solution for you: Go Flash!
According to experts "Macromedia Flash ads enable advertisers to
obtain tremendous click through rates, enhancing brand
recognition and ultimately increasing revenue" In the area of
click rates, on average, advertisers participating realized a
340 percent increase in user click through with rich media
(Flash is the leading rich media technology)". In case studies
Macromedia reports a 19% click through rate for Macys.com
flash-enabled ads!
The faster your banner loads, the more time it has to attract a
response. Flash makes use of vector graphic instead of
traditional bitmap images providing in the end much nicer
banners than the old fashioned animated GIF ones. Flash banners
can include complex motion effects in very "light" files. They
even can play sounds. Categorically, any flash banner is much
more eye-catching than the average GIF banner.
Leading marketing magazine AdWeek has picked Flash as best
marketing technology of today: "Flash ... lets marketers build
Web sites and banners that rock and roll, literally".
Macromedia Flash is defacto web animation standard. Currently
more than 98% of web users in the U.S. are able to view flash
content (NPD Research browser survey). It comes bundled with all
major operating systems and plug ins for all browsers on the market. Macromedia
Flash Advertising Alliance, a group of leaders in the
advertising sector, has developed standards for implementing
and tracking flash ads in any network and site just like a GIF.
The Interactive Advertising Bureau (IAB), "the
leading voice of the interactive advertising industry", issued
guidelines for rich media advertising formats, "designed to make
it easier for marketers and agencies to use rich media".
The Future
looks bright for flash ads.
"...rich-media ads, Flash ads in particular, ... become the
advertising industry's hot favorite" - Top Five
Marketing Predictions from InternetDay Newsletter.
Jupiter Media Metrix reports that 54 percent of all deployed
online advertising is created in Flash, making Flash the leading
rich-media authoring tool. JMM predicts that almost 30%
of online media spending will be dedicated to rich media or
streaming advertising.
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Copyright 2008, Scott J Phillips and Kathleen Ryan
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