Are banners effective or have they totally lost their appeal? Some say banner advertising never really had an appeal on a medium that relies on the user doing the navigating rather than the medium calling the shots. Anyway, don't Internet users access the Internet through Search Engines rather than through advertising? Banner advertising went through stages since its inception to become a marketing tool that motivates people to action instead of merely an informational tool like a print ad or web site.

Banners are right in people's faces everywhere on the Internet. Do these advertisers really think that so much exposure is eventually going to lead to product recognition or move someone to finally click on that banner? Odds are most Internet users are totally blocking out that banner and ignoring it as just static behind the scenes. Still, many Internet Marketing sources feel banners can be effective advertising tools if used correctly and in the right place.

Banner advertising campaigns will work, if done carefully so the Internet user is receptive to your banner's message. The banner must be positioned so the viewer's attention is captured in a positively manner rather than in an annoying fashion. Some advertisers consider animation as a useful attention grabber rather than an annoying distraction. Also, some advertisers include special advice such as "Do [this] and you get rid of [that]!" Another banner ploy is to offer freebies. If the freebie has no catch, viewers are more likely to click-through. As long as a banner does more than inform and asks for a certain action, then viewers feel motivated to click-through.

What does the exposure from banner advertising online achieve? Does the banner draw in lots of traffic or visitors willing to buy? The banner must attract the right target audience that is receptive to performing a click-through and then purchasing. Where the users of the 1990s didn't think twice about following a banner to a new location, today's Internet user is more discriminatory and suspicious of banner's so-called gimmicks such as freebies.

Another reason banners fall short of their expectations is more Internet users are ignoring or blocking banners to avoid the risk of identity theft, ad ware, spy ware, and other goodies that often lurk behind the attractive banner. This skepticism is causing many website creators to find more creative ways to get across messages about their location than through banners that are perceived as destructive or invasive to one's computer.

Time is of the essence in gaining your visitors attention - some say you've only 8 seconds before the visitor decides to stay, or leave - and banner advertising tends to drag down the loading speed.

Since many banners mean extra income to many websites if the visitor clicks-through, many website owners prefer to use simpler banner ads to flashy, complicated ones and will discontinue using certain banners if visitors find it annoying.

o, can a banner advertising campaign be effective online? What really draws in visitors to the banner ~ navigators on search engines or the banner itself? The answers depend on the goals of the banner campaign and an understanding of its position in a complex medium.

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