Banner ads that allow customers to input their details directly are up to five times as effective as standard banner ads, according to digital marketing company Eyeblaster Australia.
Eyeblaster’s “Trends in Conversion” report shows that the data capture within a banner (1.06%) is far better than when users deposit their data by clicking through to a seperate page.
An analysis of key advertising campaigns in-banner submissions (0.5%) also did better than simple click-throughs (0.1%).
Mick O’Brien, Eyeblaster operations director for the Asia Pacific region, says the simpler the option for users, the better.
“In a time of recession, accountability for online advertising becomes more critical than ever. Whether advertisers are pursuing a direct response initiative or looking to achieve measurable branding objectives, the focus is on the process of conversion.
“In 2009 it is best to grab the consumer while you can and bring the brand experience directly to them in the banner.”
James was the editor and publisher of SmartCompany and LeadingCompany for five years. He is now the Australian Financial Review‘s companies & markets editor, and a former BRW editor.
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