More banners, less clicks – is that necessary negative?
The number of internet users continues to grow and of course this increases also the amount of published advertisement online. In 2010 already 47% of all Bulgarian households have access to internet and the advertisements we can see daily in internet are thousands. Banners are everywhere which actually makes people blind for them. This trend is more popular as “banner blindness”.
It has been proved that less people look at the banner because it looks and acts as an advertisement. It’s proved the average click trough rate on standard banner ads across the whole web between 0,2 – 0,4%.
The days of traditional marketing creative are over. People have already used to see advertisement anytime and everywhere, so they can’t interact anymore. That’s why they are clicking also less. But it’s obviously a sign that banner campaigns are failure. IAB Europe has published last week the White book about the online advertisement after the Interact Congress Barcelona 2010.
It has been shown that it’s 20 times more likely to drive online behavior than clicks can measure. Many studies from leading players and research companies in the sector have shown that display advertising has significant impact on brand awareness, brand perception and ultimately on sales, both online and offline.
So even if the standard banner advertisement is a decreasing trend, the click has been proven not to be an appropriate measurement tool for every online campaign.
Picture & Statistics Source: Business Week
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Euro RSCG 4d Bulgaria is based in Sofia, 18 Ivan Vazov street.
We are specialists in digital strategy and consultant in communication online.
Our clients are the largest companies worldwide such as Carrefour, Volkswagen, Societe generale, Edenred BACB, Eon, Solvay, etc
Our main team comprise of Nicolas Galand, Alexandre Glas, Biliana Bogdanova, Zdravko Totinov, Martin Zhelyazkov.
You can send us an email to contact@eurorscg4d.bg or find us on Twitter @4d_bulgaria
Smell the banner!
Being in the online communications business is challenging. Mostly when you have to explain what you do for living to your grandparents. 
Now seriously, it is challenging for so many reasons that everyone can find the right for oneself. My reason to like this business is its main tool – people’s attention. Yep, it’s all in there when you think about it – to make people look at your product, listen to your message, feel your brand, remember your name… first you need to gain their attention!
And as we, the people in 4D, already know some things about people’s attention, I won’t risk any longer losing yours with beating about the bush.
So here we go straight to the point.
Banners.
The relation between people’s attention and banners is “painfully” direct, as you may have noticed. Painfully for the banners! They are all around online, anywhere you browse. Blinking, passing over the screen, jumping up and down, painfully trying to catch your attention!
Do they succeed? Yes – in 0.2% of the cases… So, you see how “painful” it is!
Scented banners.
Now let me tell you how a Brazilian agency succeeded to catch the scent of a few people and the attention of much more in order to advertise a new men’s fragrance. Through funny banners. Scented ones in fact. Take it word for word.
They created “aromatic banners” that you can smell on paper strips after clicking on them, literally.
Watch the video to see what I mean:
Source: http://www.youtube.com/watch?v=TR0mOuNEHUg
Inspiring, hm? Great idea, not too difficult for realization, with fantastic results. 10,000 scented strips distributed in one weekend! The scented banners were clicked 43 times more than are banners in average.
And if you ask me, the greatest benefit is actually this “viral” video circulating over the web with thousands of views.
Isn’t it challenging the business of online communications? 
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Euro RSCG 4d Bulgaria is based in Sofia, 18 Ivan Vazov street.
We are specialists in digital strategy and consultant in communication online.
Our clients are the largest companies worldwide such as Carrefour, Volkswagen, Societe generale, Edenred BACB, Eon, Solvay, etc
Our main team comprise of Nicolas Galand, Alexandre Glas, Biliana Bogdanova, Zdravko Totinov, Martin Zhelyazkov.
You can send us an email to contact@eurorscg4d.bg or find us on Twitter @4d_bulgaria