Online Ad Buying Alternatives

There’s so much ongoing pessimism in the air that I’m going to make it my personal crusade to bring some notes of optimism (or at least less offensive “neutralism”) to my weekly marketing tips. So, with this week’s tip, we’re going to banish talk about the dismal performances online banners are getting, and we’re going to offer up some good information on alternative ad buys you can consider which might garner you not only some better response rates, but some better visibility as well. On with the charge!

Skyscraper & Other Large Ads

Named for their tall, skinny height, skyscraper ads tend to appear in the left- or right-hand margin of a web site. Because of their greater surface area, advertisers can convey more of a message, visually, textually, or both.

The Internet Advertising Bureau has set standard sizes for skyscraper and other large-sized ads. These standards can be found at IAB. A good site on which to see examples of skyscraper ads is Salon.

Pop-up Windows & Interstitials

Most folks know what a pop-up ad looks like (just go to any Yahoo GeoCities page and you’ll see what I mean). Pop-ups can range in size from a small box to nearly a full-sized browser window (interstitials) which can play mini-commercials if you leave them up long enough.

“Power Ads”

Call these “pop behind” windows, if you will. These back door ads are typically full browser windows that are displayed behind or “under” the one you’re currently looking at, and are only visible when you go to close your first browser window.

Rich Media

Although they can be take on the size and characteristics of typical banners, rich media is anything but typical. Rich media allows the user to interact — making selections, playing games, entering information — all without having to leave the web site.

For more information on rich media, visit our archived tip titled “Rich Media Advertising“. For a showcase of samples go to:

• Mass Transmit
• NetReach
• RealNetworks.

“Shoshkeles”

Coined by the company that created them, United Virtualities, shoshkeles are “floating” graphics that incorporate sound, are not of a standard shape, and which move across a web page, instead of residing in a fixed location. They definitely get the vote for latest “cool” factor.

Sponsorships

Usually built to suit the advertiser, sponsorship packages give you dominance of a web page or section of a web site. Nice examples of a sponsorship offering can be found at:

• Petersons
• GORP Great Outdoors Recreational Page)

Co-Branded Web Pages

Co-branded pages usually benefit both the advertiser and the publisher since content-sharing and credibility-building are the typical outcomes of such efforts. Here’s a likely example BlueSuiteMom

Text Links

If your product or service is tough to define graphically, try using words. The most simple way to start is to buy an advertisement in the form of a text link. They’re easy to add practically anywhere on a site and so innocuous that they may not be perceived as an ad. View some examples at The Dollar Strecher.

Text Boxes

More noticeable than a text link, text boxes give you more space in which to communicate your message. Heavy borders and contrasting colors also help to improve response rates. Google’s Ad Words program is a great example of this.

Scrolling “Ticker Tape”

Looks like a stock market ticker. Gives you the ability to convey a text message in a more eye-catching way.

Advertorial

Advertorial is paid-for editorial space. Advertorial tends to be an informative piece with the advertiser’s “plug” and hyperlink conveniently worked in. Here’s an example from Rob Magazine

Newsletter Sponsorships

Much like web site sponsorships, newsletter sponsorships dominate the advertising space of a newsletter. If that newsletter is also available in HTML, the advertiser may get visibility in the form of both text and graphic messages. Online publisher ClickZ does a particularly good job with this.

Newsletter Classified Ads

Look no farther than Web Ad.vantage’s newsletter here to see an example of newsletter classified advertising.

Email Tag Lines

If you use a free email service, you’ve probably noticed that they at least promote themselves at the bottom of every email you send out. Some services, like Topica, even sell space within their emails.

Search Engine Sponsorship Links

Recently covered in one of our marketing tips titled”Paid For Search Engine Advertising“, search engine sponsorship links give advertisers top billing in key word query results.

Some Web and email publishers, in an effort to retain and generate advertisers with advertising formats that work, are willing to be very creative and flexible with the ideas that you come up with. In addition to those mentioned above, other online advertising opportunities out there include sweepstakes, contests, “microsites,” interactive tools, channels, malls, online trade shows, webcasts, and a whole host of unusual “stuff.”

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