HTML and CSS Reference
In-Depth Information
Figure 13.6
AOL search for
“flowers” also
displays ad banners
for sites associated
with flowers
The effectiveness of banner ads has been a topic of study. If you are like most Web site
visitors, you do not click on banner ads. This means that banner ads do not necessarily
generate more immediate visitors to a site. The Interactive Advertising Bureau researched
the relationship between banner ads and brand awareness. A report at
( on this classic study
indicates that while standard banner ads helped boost brand awareness, other formats such
as skyscrapers (long, skinny ads that run down one side of a page) and larger rectangular
ads were three to six times more effective in increasing brand awareness and message asso-
ciation. Media technologies such as audio, video, and Flash also deliver greater impact and
increase branding effectiveness. Of course, the thinking is that increased brand awareness
will increase the likelihood of an actual Web site visit in the future.
If the costs associated with banner ads seem to outweigh their benefits, consider a
“free” option, a banner exchange.
Banner Exchange
While the details of banner exchange programs vary, the idea is that you agree to show
banners from other sites and they will show your banner. Information on banner exchanges
may be found at and at
Banner exchanges can be beneficial to all parties because of the free advertising.
Reciprocal Link Agreements
A reciprocal link agreement is usually between two sites with related or complementary
content. You agree to link to each other. The result should be more visitors for each
site. If you find a site that you'd like to set up a reciprocal link agreement with, contact
its webmaster (usually by e-mail) and ask! Since some search engines partially determine
rankings on the number of quality links to a Web site, well-placed reciprocal link agree-
ments can help both sites.
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