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BREAK THROUGH THE CLUTTER WITH AUDIO BANNERS
 Category |
: Web Development |
 Times Read |
: 66 |
 Date |
: 11 February. 2008 07:00 |
"A horse is a horse, of course, of course, his name isMister Ed!" Do any of you remember that silly jinglefrom the television show? Thats not really important anyway. What IS importantis that Ed, the talking horse, was quite a phenomenonback in the 60s. Ed talked, reasoned and displayedtraits unlike any of his animal brethren.There is a lesson here, of course. Millions of peoplewatched Mr. Ed every week just because he WASdifferent. And that leads us right smack-dab into adiscussion about your banner advertising campaigns.Those poor maligned banners. Once the darlings ofInternet advertisers, theyve really been gettingbad-rapped lately due to their failure to lure websurfers into clicking-thru and creating sales. But isit the fault of the banners or have they become soubiquitous that the surfer hardly notices them? Whydont we make those banners so inviting andentertaining that users wont be able to click fastenough? I think that content providers are too focused onconsumers as "sets of eyeballs." We need to look atthese people first as users and, secondly, as membersof our online audience. And audiences have come toexpect advertising wrapped in a very entertainingpackage. An essential part of that package isstreaming audio.Streaming audio has become a whole new industry forthe Web. As more and more people listen to musiconline and web-based radio, advertisers are takingnotice. These listeners, fondly called "streamies,"are devoted Internet users and active onlineshoppers. They are a valuable audience as theyre 70percent more likely to have made an online purchasethan a non-streamie. Arbitron Internet InformationServices says that streamies are quite ready to acceptweb advertising in exchange for free programming, andtheyre more receptive and influential targets. How can we begin to use these statistics to leveragethe effectiveness of banner ads?Java based audio presentations can be fully integratedinto your banner advertising. Why Java based, youask? Most important is the fact that no plug-in orcomplicated player installation is required on thepart of the viewer. (The "impulse to click" is notthwarted by the user having to take additionalactions.) The size of Java files are relatively smallas well thereby minimizing the page load issue. And,because Java is cross platform, you can be comfortableknowing that the majority of visitors will be able toenjoy the presentation. Java is versatile and workswell with almost any application.What can be done with these banners? Audio can besynchronized with your banner images and text todeliver eye and ear pleasing messages. Slide showscan be placed within the banner. Relevant productinformation can be imparted quickly and effectivelybefore the visitor is ever asked to click through tothe website. Special offers and promotions can bereferenced to entice the shopper. No longer areviewers merely spectators; they are activeparticipants.Interactive audio banners provide the consumer withthe ability to listen to more detailed information andeven to initiate the buying function directly from thebanner itself. This really helps to capture that"impulse" buyer right at the time hes most anxious tobuy. Because its interactive, a web visitor candirectly respond to it.The power of audio should not be underestimated. People would still rather hear about something thanspend time reading or sorting out passing images. Keep in mind that museums and other institutions haveoffered tours for years that are accompanied by audioscripts designed to educate the visitor yet allowingthe eye to roam freely and absorb the creative on anindividual basis. Audio banners can also add a personal appeal to thevisitor. Use the banner to tell a story about theproduct or service that invokes an emotionalresponse. Talk about the products benefits to theconsumer and how the product will improve hislife/work/relationships. Use the banner to whetpeoples appetites for additional information. Neverlose sight of the fact that people make buyingdecisions based on emotional reasons and design yourbanner presentation accordingly. It is far too early for any of us to dismiss thebanner ad as an idea whose time has past. We have tostep back, take an objective view, and start thinkingabout how we can make them more than just billboards. As the Internet leaves its infancy and enters the"toddler" stage, we need to remind ourselves thatwere still dealing with a new medium. And that thisnew medium is still largely unexplored.
About the Author
Ronni Rhodes is the owner of WBC Imaging, an Internetcompany that specializes in web site enhancementutilizing streaming media technology. With herhusband, Don, a broadcast engineer, they work withcompanies to incorporate streaming as part ofsuccessful and meaningful sales and marketingprograms.Please direct all questions and comments to:Ronni@wbcimaging.com520-742-5780http://www.wbcimaging.com
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