Sector Expertise
Banner Campaign CPM, CPC, CPA
The realization of digital communication campaign through the application of web banner is one of the most used modality of online promoting by advertiser companies in order of giving visibility to offered products and services.
The aim of a banner campaign is attracting an online potential customer, showing an animated message and suggesting a link to an advertiser web page.
Utilizing a banner campaign to promoting products and/or services has been having in the last years high percentage of growth, also for the advertising investments regarding Italian companies due to the increasing diffusion of broadband , high percentage of internet users and chance to profiling the goal target.
There are three main categories of banner: static, animated and interactive.
A huge part of results depends from modalities in which the banner or banners oriented to a specific campaign, are intended to be exposed. In particular, the choice is between:
- General rotation
- Exposition to target
- Programmed exposition
From the point of view of marketing communication a banner campaign can be positioned in a generalist portal (the sum represents almost 20% of internet visitors) or within a specialized web site (the sum represents almost 80% of internet visitors).
Examining the economic aspect instead, a banner campaign is generally offered through a CPM modality (Cost Per Impression) or through a CPC modality (Cost Per Click). In recent times, the model is evolving towards a new model called CPA (Cost Per Action), where the payment of advertiser is determined through specific actions the user effectuates on the advertiser web page, due to the message exposition.
The choice of a specialized web site or a web portal for a banner campaign or in relation of the mix of those eventually used in the media plan, is function of different variables such as:
- Related target
- Geographic area
- Product and/or service advertised on line
- Budget
- Advertising model selected
- Other contingencies
E-Business Consulting offers a complete support to those companies interested in definition of the digital media plan for the realization of a banner campaign, respecting the necessary and agreed bench marks, monitoring results and the return of investments (ROI) through dedicated analysis tool.
E-Business Consulting S.r.l.
Corso del Popolo, 8 - 35131 Padua - Italy
Phone +39 049 9817360
Fax +39 049 9817364