by Brad Smith
There’s an important factor to consider before placing a B2B electronic banner ad – the same factor you should consider before placing a bet in a poker game. Position.
In poker, position is king. If you’re the last to act -- the last person to make the decision to fold, call or raise -- you’re in the strongest position. By the betting choices your opponents make, every other player at the table has to communicate to you something about the value of their hand before the action gets to you. I like to play from the best position.
When placing a B2B electronic banner ad, you also have to consider position. Is your ad at the top of the electronic newsletter, in the middle or the bottom? Are you on the B2B trade publication’s Web site homepage, or on an interior “subject” page (example – the “trailer” page of a “trucking” Web site)?
Is the top the best performing position? How about a top vertical leaderboard on the side? Remember, with B2B e-advertising you can measure performance in the number of times a prospect clicked on your banner ad.
Do the positions at the top of the screen get the most attention and readership? Apparently not – in the recent campaign we’ve been tracking for one of our clients, the highest responses, in two separate markets, have been from trade publication e-newsletters – and our ad has been at the bottom or middle positions. In both cases, these ads have been positioned below the electronic “fold” so to speak. If your results have been similar or different, I’d like to hear from you.
There’s an important factor to consider before placing a B2B electronic banner ad – the same factor you should consider before placing a bet in a poker game. Position.
In poker, position is king. If you’re the last to act -- the last person to make the decision to fold, call or raise -- you’re in the strongest position. By the betting choices your opponents make, every other player at the table has to communicate to you something about the value of their hand before the action gets to you. I like to play from the best position.
When placing a B2B electronic banner ad, you also have to consider position. Is your ad at the top of the electronic newsletter, in the middle or the bottom? Are you on the B2B trade publication’s Web site homepage, or on an interior “subject” page (example – the “trailer” page of a “trucking” Web site)?
Is the top the best performing position? How about a top vertical leaderboard on the side? Remember, with B2B e-advertising you can measure performance in the number of times a prospect clicked on your banner ad.
Do the positions at the top of the screen get the most attention and readership? Apparently not – in the recent campaign we’ve been tracking for one of our clients, the highest responses, in two separate markets, have been from trade publication e-newsletters – and our ad has been at the bottom or middle positions. In both cases, these ads have been positioned below the electronic “fold” so to speak. If your results have been similar or different, I’d like to hear from you.
Flickr Photo Credit: http://www.flickr.com/photos/wrote/
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