Advertising online through Banner Ads are meant to persuade viewers or visitors of the website to adhere or be captured by the product or brand. One of the objectives of persuasion is to change the belief sets of the visitor. In short, that is to change the attitude of the buyer towards the brand.

A banner ad should attract attention to achieve a message push. One way these advertisers do it is by appealing to the emotions of the visitor. Values that are usually attacked are fear, love, pleasure, vanity or the usual we see now on Ensogo.ph or Groupon.com which touches on scarcity of an offer to instil fear. The fear attitude is engaged to entice them to not miss a valuable offer wherein others had already availed of. This becomes an attitude changer for the visitor since he wants to avail of the scarce offer too that is about to end soon. The fear or scare concepts changes the attitude from passive to immediate aggression – be first to avail at all cost.

This technique of creating stimuli, touching on values and emotions, is prevalent in most advertising media. They simply identify values and emotions that are already desirable by nature such as Sex, Affection, Delicious Food etc. that is already associated with the target visitors, naturally as people with the same interests. When this has been established, advertisers exploit these desires by instilling fear of loss, aspiration to be loved, or messages that create urgency to change attitudes, or in greater sense personal lifestyles.

In looking at the objectives of the advertisers – to emotionally persuade or provide information on a product – the website shall just be a medium to push these messages to the visitors of the site. The website owner should have a good profile of the visitors so that the advertisers may find a good niche of viewers to expose the brands. When a match and opportunity is present, then a good content ad online may be as effective as the traditional media channels.

I received an email from a good friend who is handling consumer brands of a snack food company, telling me what they usually look for in a website to display their banner ads. He mentioned that some banner ads are to maximize on impressions. But for them, a simple display will do.

Here is what I found out:

1) they usually place their ads on top of the page where traffic on that website is highest. It doesn't have to be the home page because part of the factor they look at, is the relevance of the brand to the traffic profile and the activities being done by the visitors on that particular page.

2) the banner ad message is always simple - in fact the dominant brand color and logo will suffice

3) the banner ad size will depend on how fast the website page loads up. It is important because studies show that a slow loading page, somehow has a high exit experience.

He also mentioned that the more traffic - unique visitors - a page has, the better exposure the brand will have. In this case, it is the way the brand is exposed to the target visitors that makes the difference. They measure the banner ad with a link to their system - not to their website like a Click Through banner ad - but by placing a code into the ad box that catches the visits it is imbedded on. The average impressions are measured this way for non-click throughs.

Since this is the way they measure value on a particular placement, I may adjust the media marketing efforts to appeal to them. I have to know the profile of their target market, so I could align the media efforts to attract the right visitors.

It also gives me an insight on how much budget or cost targets these advertisers have, based on the number of visitors. Since they monitor the impressions as total unique visitors, then it is crucial that the price of the ad box be commensurate to the expected impressions. More visits translates to affordability and maximize brand exposure. So if I exceed expected visits, most probably they shall extend their ad placement.

Now that I have a feel of how this banner ad can monetize my website, I think we need to adjust the pages and media marketing efforts to what is expected by my potential advertisers.

I received an email from a good friend who is handling consumer brands of a snack food company, telling me what they usually look for in a website to display their banner ads. He mentioned that some banner ads are to maximize on impressions. But for them, a simple display will do.

Here is what I found out:

1) they usually place their ads on top of the page where traffic on that website is highest. It doesn't have to be the home page because part of the factor they look at, is the relevance of the brand to the traffic profile and the activities being done by the visitors on that particular page.

2) the banner ad message is always simple - in fact the dominant brand color and logo will suffice

3) the banner ad size will depend on how fast the website page loads up. It is important because studies show that a slow loading page, somehow has a high exit experience.

He also mentioned that the more traffic - unique visitors - a page has, the better exposure the brand will have. In this case, it is the way the brand is exposed to the target visitors that makes the difference. They measure the banner ad with a link to their system - not to their website like a Click Through banner ad - but by placing a code into the ad box that catches the visits it is imbedded on. The average impressions are measured this way for non-click throughs.

Since this is the way they measure value on a particular placement, I may adjust the media marketing efforts to appeal to them. I have to know the profile of their target market, so I could align the media efforts to attract the right visitors.

It also gives me an insight on how much budget or cost targets these advertisers have, based on the number of visitors. Since they monitor the impressions as total unique visitors, then it is crucial that the price of the ad box be commensurate to the expected impressions. More visits translates to affordability and maximize brand exposure. So if I exceed expected visits, most probably they shall extend their ad placement.

Now that I have a feel of how this banner ad can monetize my website, I think we need to adjust the pages and media marketing efforts to what is expected by my potential advertisers.

I received an email from a good friend who is handling consumer brands of a snack food company, telling me what they usually look for in a website to display their banner ads. He mentioned that some banner ads are to maximize on impressions. But for them, a simple display will do.

Here is what I found out:

1) they usually place their ads on top of the page where traffic on that website is highest. It doesn't have to be the home page because part of the factor they look at, is the relevance of the brand to the traffic profile and the activities being done by the visitors on that particular page.

2) the banner ad message is always simple - in fact the dominant brand color and logo will suffice

3) the banner ad size will depend on how fast the website page loads up. It is important because studies show that a slow loading page, somehow has a high exit experience.

He also mentioned that the more traffic - unique visitors - a page has, the better exposure the brand will have. In this case, it is the way the brand is exposed to the target visitors that makes the difference. They measure the banner ad with a link to their system - not to their website like a Click Through banner ad - but by placing a code into the ad box that catches the visits it is imbedded on. The average impressions are measured this way for non-click throughs.

Since this is the way they measure value on a particular placement, I may adjust the media marketing efforts to appeal to them. I have to know the profile of their target market, so I could align the media efforts to attract the right visitors.

It also gives me an insight on how much budget or cost targets these advertisers have, based on the number of visitors. Since they monitor the impressions as total unique visitors, then it is crucial that the price of the ad box be commensurate to the expected impressions. More visits translates to affordability and maximize brand exposure. So if I exceed expected visits, most probably they shall extend their ad placement.

Now that I have a feel of how this banner ad can monetize my website, I think we need to adjust the pages and media marketing efforts to what is expected by my potential advertisers.

I received an email from a good friend who is handling consumer brands of a snack food company, telling me what they usually look for in a website to display their banner ads. He mentioned that some banner ads are to maximize on impressions. But for them, a simple display will do.

Here is what I found out:

1) they usually place their ads on top of the page where traffic on that website is highest. It doesn't have to be the home page because part of the factor they look at, is the relevance of the brand to the traffic profile and the activities being done by the visitors on that particular page.

2) the banner ad message is always simple - in fact the dominant brand color and logo will suffice

3) the banner ad size will depend on how fast the website page loads up. It is important because studies show that a slow loading page, somehow has a high exit experience.

He also mentioned that the more traffic - unique visitors - a page has, the better exposure the brand will have. In this case, it is the way the brand is exposed to the target visitors that makes the difference. They measure the banner ad with a link to their system - not to their website like a Click Through banner ad - but by placing a code into the ad box that catches the visits it is imbedded on. The average impressions are measured this way for non-click throughs.

Since this is the way they measure value on a particular placement, I may adjust the media marketing efforts to appeal to them. I have to know the profile of their target market, so I could align the media efforts to attract the right visitors.

It also gives me an insight on how much budget or cost targets these advertisers have, based on the number of visitors. Since they monitor the impressions as total unique visitors, then it is crucial that the price of the ad box be commensurate to the expected impressions. More visits translates to affordability and maximize brand exposure. So if I exceed expected visits, most probably they shall extend their ad placement.

Now that I have a feel of how this banner ad can monetize my website, I think we need to adjust the pages and media marketing efforts to what is expected by my potential advertisers.

I received an email from a good friend who is handling consumer brands of a snack food company, telling me what they usually look for in a website to display their banner ads. He mentioned that some banner ads are to maximize on impressions. But for them, a simple display will do.

Here is what I found out:

1) they usually place their banner ads on top of the page where traffic on that website is highest. It doesn't have to be the home page because part of the factor they look at, is the relevance of the brand to the traffic profile and the activities being done by the visitors on that particular page.

2) the banner ad message is always simple - in fact the dominant brand color and logo will suffice.

3) the banner ad size will depend on how fast the website page loads up. It is important because studies show that a slow loading page, somehow has a high exit experience.

He also mentioned that the more traffic - unique visitors - a page has, the better exposure the brand will have. In this case, it is the way the brand is exposed to the target visitors that makes the difference. They measure the banner ad with a link to their system - not their website like a Click Through banner ad - but by placing a code into the ad box that catches the visits it is imbedded on. The average impressions are measured this way for non-click throughs.

Since this is the way they look at value on a particular website,  I may adjust the media marketing efforts to appeal to them. I have to know the profile of their target market, so I could align the media efforts to attract the same visitors that would matter most to these advertisers.

It also gives me an insight on how much budget or cost targets these advertisers compute for, based on the number of visitors. Since they monitor the impression as total unique visits - then it would also be crucial that the price of the ad box be commensurate to the expected impression. In this way, more visits means economies of scale based on the price I sold the ad box for. And if I exceed expectations, most probably they will extend the ad placement to my advantage.

Now that I have a feel of how this banner ad can monetize my website, I think we need to adjust the pages and media marketing efforts to what is expected by my potential advertisers.

I know I want directly placed Banner Ads on my website. And to get advertisers into my website, is to know how they conceptualize a Banner Ad Campaign.

The objective of these advertisers is to 1) create click throughs and 2) entice a "Call to Action" type of Banner Ad. It is needless to say that the ultimate objective is to make sure they profit from the Campaign.

I need to show them how much visitors I have and provide them a profile of my own website campaign - or how and who do I attract on my website that will jive with the target market of these advertisers. Moreover, I have to show them where the visitors gravitate to on my pages and what are they looking for. If I get a match, then I'm sure to get some inquiries on my ad boxes.

Once I know I have a good website to complement the Banner Ad campaign of my potential advertisers, I should also know how to size the ad boxes, what kind of Banner Ad should I recommend - animated or simple text and digital links, and the right color of the Banner Ad to coincide with the overall feel of the website.

I can put up a digital map of the website and include the percentage or actual page visits for each internal page. This will give the advertisers a statistical probability of how much exposure the product will get, hoping a "click through" will happen. Of course, it may just simply be a Banner Ad with a message. It need not be a "click through" display depending on the objectives of the adverstiser.

Once a click through is established, a "Call to Action" may be executed. These advertisers would want a purchase/commercial engagement to happen. After all, the objectives really is to profit. The "Call to Action" will be dependent on the kind of message it shall convey and how the profile of my visitors match. If for example, a visitor is hooked on my videos, and the videos take 10 minutes to finish, isn't it a food snack product Banner Ad on the side of the page where the video is imbedded be a good position?

To sum up, a Banner Ad Campaign serves a couple of functions: to ensure that it interests the visitor to click and provide a good brand message for the  "Call to Action". And my website should be designed to provide good results.

How effective can Banner Ads monetize your website? I believe that this is the most effective and more profitable, since you cut on any middleman or broker agency that shares with your revenue.

Although it would seem that these ad agencies have the muscle and connection to quickly find good adverstiser for your website, it somehow struck me --- why are these advertisers willing to put up a banner ad in the first place on my website? So it means my website has the essentials to make them pay Php5,000 on a text link, and all I have to do is just find the right companies. If they can do it, so can I. And I can put all my effort into it and save the 50% commission I need to pay them for finding one.

More than the savings, I want control over where these banner ads are displayed. By going directly to these advertisers, I know which page and how it should look like on my website. Having control on it, makes it more exclusive and appropriately adding to the value for both my website and their ads.

This also bring credibility into my website, since direct advertisers are joining my cause and has put confidence that their brands shall increase in value by advertising on mine. This creates a synergy that when properly managed, will increase the reputation of my website.

Although it is time consuming to negotiate for direct banner ads. It also sometime is not a stable revenue flow. The ads are most of the time contracted for 30 days or less and it makes you scamper for new ones evertime the term is about to lapse. Not to mention the documents pertaining to the contracts for each brand, that you have to establish before you can engage on their banner ad.

Considering all these pros and cons, I still want direct advertisers simply because, if they pay me an amount, it is because my website can deliver the value expected of it. No ifs, no shares, but simply best value for their money.