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I saw this article on TechCrunch (Why Advertising Is Failing On The Internet) ping up in a tweet by @guyweston of @CoolPink and was intrigued. I fully intended on reading the article, honestly I did but I was drawn in by the banner ads on the right hand side. Ironic when you consider the title of the article!

With print advertising becoming more and more expensive, and with more and more people using the internet as an information resource, I am completely behind Internet advertising – as long as it is done well. And in this day and age where demonstrating ROI in extremely important you can’t just stick up a banner ad with masses of text and with a click through to your corporate homepage. The banner ads on the right hand side of the TechCrunch article effectively demonstrate how you need to direct and encourage the viewer to take action.

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Pschologically, we follow these types of instructions. We are so used in life to following directions on maps, from our SatNav, in buildings, at the supermarket, it is only natural that when we are told to “Click here” on a website we innately want to follow the instruction.

And when we “Click here” where do we go? Hopefully not to a non-specific home page. We want information, to sign up to something, to download something. Send us to a dedicated page. Take our details and populate your database. We’ve gone to the trouble to “Click here” so we obviously want something, we’re interested, you have our attention.

Your ROI for a web banner should be measurable from an increase in unique page impressions and leads captured from your landing page, whether that is from an enquiry form or specific subscription form.