IQ News: Incentive Banner Ads Entice E-shoppers with Primo Offers

As clickthrough rates on plain-vanilla banner ads continue to slide, online incentive banner advertising–offering Web surfers everything from discounts at e-commerce sites to the opportunity of winning a trip to an exotic locale–is on the rise. “[Businesses are] using this technology to get people’s attention,” said Marc Ryan, director of research at AdRelevance, a
marketing information company based in Seattle. “They’re taking [banner ads] to the next level.” Ryan said banner advertising generated around $4.5 billion to $5 billion in revenue last year. Promotional banners often are the sway point for consumers who are choosing where to shop. They like the idea of getting a free $25 gift set, for instance, from drugstore.com. Contests are also a popular incentive to get people clicking, such as the trip to London that was offered to promote the James Bond movie The World Is Not Enough.–Christine Spart