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Is banner advertising dead?

by: Florie Lyn Masarate

There was once a time when banners were the most important forms of printing for information, educational, and advertising purposes. People see them everywhere during that time, big and small. Anywhere one looks, banners are displayed, showcasing different businesses and companies. Banners were put into websites in the internet age. These times, with graphic designs and colors that added a certain style into these things. That was before.
What people do not know about is that banner advertising is considered a dead business in the internet nowadays. This is according to the marketing experts of the internet. This is based from the fact that banners are expensive. According to studies, the number of people visiting and clicking through them are less and that the success rate is minimal. Chances are, people using banners would end up losing more money than the cost they have paid for them. The same people who were investing their money on banner business before were the first ones pulling out of this kind of advertising and turning to other sources.
What had caused the death of banner advertising?
Many banners are put in with so many graphics designs in them that people could not anymore understand what the banner is about. While incorporating more colors and graphics design made the banner look attractive enough, the essence of what is about gets lost in all these mixtures. Although the advertisers’ purpose of getting attention made its mark, the content is lost in the purpose. People get to admire them but after that, they tend to forget what they were admiring about. Designs, yes, but what else?
Graphic designs take up more of the space that could have been for the things to exemplify the banner further. Most of the time, the graphics that were used were not essential for what the banner is about. It should be kept in mind that the graphic designs and the banner should co-exist and not go over the other. People has the tendency to look more on the colors and pictures and forget what they were there for and what was it about. Banners should not go over with the graphics to avoid being swallowed by them.
Another reason is the long-winding details and explanations, along with all the graphics. As not all people have the patience to go through the long intervals and additional, it is better to get to the point. Banners are not TV commercials that need introductions and interruptions. It is best to give it to them straight on.
Did good-looking banners do more effectively than those not-so-good looking ones? Think about it.

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About the author:
Florie Lyn Masarate got her first article printed in the school newsletter in the third grade. Her hobbies include reading any book she can get her hands on.