Super banner ads from Analog Analytics
As Sean X Cummings so frequently reminds us, consumers -- you, me and everyone else -- pretty much feel unambiguous hatred toward banner ads. Not quite reaching the level of loathing reserved for pop-up ads and, ahem, Windows Vista, banner ads are one of the scourges of browsing, prompting many users to go to great lengths to block them.
So, how do we make the banner ad effective again? Advertisers have been experimenting plenty over the last few years, and the folks at Analog Analytics feel they've struck some sort of gold with their Super Banner Ads, which combine interactive marketing with direct response, offering users an immediate value when they engage the banner.
"The Super Banner Ad is a traditional banner, but we attached a coupon or promotional offer to it," Ken Kalb, CEO and president of Analog Analytics, said, adding that the real key to these banners is their dynamic functions. "We figured out how to combine an offering that would change rapidly over time as a function of the conversion rate."
Coming in two flavors -- coupon for retail and coupon for call centers -- these banners ask users to input their information, including name, email and telephone, and then immediately delivers an e-coupon to that mobile device that users can redeem at a nearby retail store.
But if users aren't reacting to the banner along set goals, advertisers can have the coupon automatically increase (or decrease) along preset levels of value. Say you're advertising flowers before Mother's Day and offering a $10 off coupon. Nobody's is going for it, so the banners automatically add free shipping, without changing the creative element of the ad. Suddenly your conversion rate jumps. Mothers get flowers. Your brand smiles. That's the idea, at least.
The second part of the Super Banner Ad is to bridge people with the analog world, instantaneously connecting them to a call center. While not necessary for all brands ("Hello, this is Coke." "Good… And how are you today?"), a travel company or a pizza brand might find this very useful in converting that coupon into a real-world sale.
When I tried their demo, it was quick, taking about 10 seconds to get the text; it comes in standard text message, but the company will also allow email coupons. No clipping, no scissors, no paper waste -- just an immediate return of monetary value. As an easy way of giving users value, the Super Banner Ads have a lot of potential, if they can get people to stop ignoring banners in general.
Now, getting the 7/11 guy to believe I actually have a coupon on my phone -- that's a whole different story.
