Banner Advertising

Banner Advertising

Banner advertising can take several forms…primarily on ground or aloft. On ground banner advertising would include banner advertising that is grounded in some form….on a building, strung across streets, hung from poles or secured in some manner. Banner advertising is used most often in connection with special events…such as a big sale, or a major show. Banner advertising can be used at or near festive scenes such as fairs or carnivals. Banner advertising can also be a part of a parade. In any local situation, banner advertising occasionally promotes a restaurant or business. It is an inexpensive way of getting attention in the immediate area.

Another form of banner advertising is carried on aloft…flown through the sky by small airplanes or sometimes hot air balloons. One of the progenitors of banner advertising aloft was the Goodyear blimp advertising Goodyear Tires, seen flying over cities and countryside decades ago. Today, one of the favorite scenes of banner advertising is a crowded beach in summer. Often a small plane will fly by as an example of banner advertising, trailing a long streamer advertising Casey's Clam House or Al's Service Station…or maybe a special event at the amusement park. There is little if any research data on the effectiveness of such banner advertising…but it persists so it must work.

The primary cost of banner advertising in the skies is the cost of operating the airplane and paying the pilot. There are some small plane owners who supplement their income by enabling banner advertising. The cost of the banners is minimal, so the overall cost of banner advertising is certainly less than that of magazine advertising, which probably would not be suitable in any event. Banner advertising falls into the category of outdoor advertising which attracts people's attention when they are out away from home and other forms of advertising media. Banner advertising therefore fills a particular slot, just as billboard advertising does.

In general consumer and business advertising, there is no place for banner advertising in the overall advertising program and budget. It is unlikely that a computer manufacturer or a car manufacturer would include banner advertising in their budgets. It is possible, however, that a local car dealer might use banner advertising to promote a special sales event to supplement newspaper or local radio advertising and attract attention at the site.

Because banner advertising is used primarily to promote local products and events does not mean that there will be no times when a national advertiser might use banner advertising. For instance if there is a major fair or sports event scheduled in an area, a major soft drink advertiser might use banner advertising to promote its products. It is up to an advertising manager or advertising agency to be aware of all of the possibilities in advertising, and not miss an occasion when banner advertising would benefit a client. In many instances banner advertising is a low cost way of boosting the promotion of a product or service.

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