October 13, 2006, Newsletter Issue #28: The difference between branding banners and click through banners

Tip of the Week

When you first decide to do run a banner ad campaign, you want to determine whether the campaign will primarily be for branding purposes or for generating click throughs. Branding can be used to generate awareness about your product, event, or service. With this type of banner, a strong call to action is not necessary, as the message you are trying to get across will be contained within the banner ad itself. For a click through campaign, your banner ad should have a clear and concise call to action, as well as an explanation as to why someone should click on your banner.

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