TESTING

Testing the banner ad itself
Speed, colour, design, interactivity, and size of the banner ad need to be alternated. A slight variation might double the click rate. Some Web media brokers allow clients to test various banners. Create a series of ads -- some animated, some static, some flashy, some plain -- and generate a test group to see what kinds of ads get more response.

One of the nice things about the Web is that it's easy to perform quick tests and make changes easily.

Testing on Sites
With so many variables, careful testing is important.
Spread the initial web media buy over several sites. Within a month of tracking one can see which sites are most effective for their particular purpose, and concentrate their money for greater effectiveness.

TRACKING You should be intensely interested in how many people seeing your banner ad will click through to your site. From this you can modify your ad design or placement strategy to maximise the success of the campaign

Reports from Web brokers All Web Brokers supply reports on banner ad traffic. However the type & quality of information and display will vary. You must compare all the information to measure the success of specific banner ads and advertising sites. internal You could automate a report from your web server to supply a detailed analysis but this requires cash investment in a programmer generic You can also purchase ad rotation and tracking software such as * Central Ad Pro 3.0J. or * Web Measure Java Software, see Web Measure Info or the SOFRES website and see Mel