Who wants to deal with Advertising? As a designer it may be the last thing on your mind, and customers tend to want to eliminate it from websites altogether. However, advertising plays a big part in the way the web works, and designers need to know the facts.
Since many site owners spend a large amount of time and money on attractive websites, they look to advertising to recoup any losses, and let’s not ignore the advertisers themselves. They of course have a marketing agenda and are sometimes willing to pay hefty sums to get it accomplished.
It’s always a good idea to know the facts about a thing before deciding whether to use it or not. In this post, will delve deeper into the world of advertising on the Web until we reach a good understanding of what makes it all tick.
A Few Good Reasons for Advertising
1. The Cost of Content
Again, time and effort invested into building a stellar site that will attract as many visitors as possible needs a significant return in order to be profitable. In other words, advertising fills the income gap when site owners need a way to make money from a website. This is especially true if the conversion rate turns out to be a little less than expected and visitors are a little slow to recognize the value of visiting.
2. The Respect Factor
Advertising is such a common fixture on the Internet that when customers don’t see it they sometimes question the legitimacy of the site. It may seem a little ironic that thing customers hate most, when absent, can cause a loss of credibility on a site, but it’s true. Advertising is a credibility booster, and no doubt it wants to stay that way.
The Advertiser’s Point-of-View
The advertiser adds a new dimension to web design. Without advertising the design caters to a target audience and so is much like a simple telephone conversation between the visitor and the site owner. However, when advertising gets involved, the communication platform broadens to include not only the site owner and visitor, but also the advertiser.
The best advertisers want front and center seating with their target audience and so will reach out to site owners who have the most contact with those they’re trying to reach. This means designers must present a way for advertisers to get in touch. This is usually done via a contact form which gives special attention to advertisers, but it may also be accomplished with an entire page devoted to advertisers.
Demographics tends to drive the advertising process, so once again, readers are in control of what should be advertised on your page. For instance, if you’re an e-commerce site selling eco-friendly goods and service, and your readers are commenting on a particular product repeatedly, it’s a good idea to build an advertising game plan around those comments. Let feedback from your Facebook page, comments section and other channels of communication inform the choice of advertising used.
Unique approaches to Internet advertising are definitely in order. The traditional methods, banner ads positioned in the visitor’s line of view, are not necessarily the best option; this is because readers are on to these methods and can sometimes “tune out” the visual prompts of traditional advertising. Animated and noisy advertising is definitely out since it’s the very type of advertising that readers dislike so much.
A few unique situations arise when the target goal of advertising is to engage the user in some way rather than harness a visitor’s undivided attention. For instance, the some site offers coupons and other incentives to readers involved on their Apple application. Other sites, blogs, for instance, take a less expensive and complicated route by introducing a new advertiser with a blog post or an interview.