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A guide to buying banner inventory

By CCIWA Editor 

When you go to a website and an image or other multimedia pops up, telling you to go to a website, that is called a banner ad. This ad tries to spark an internet users’ curiosity.

It tells you about a new product, maybe a sale, or possibly about a brand you didn’t know. Then it tells you to click and takes you to the advertiser’s website or landing page.

The aim of the banner ad is usually to attract people to your website, to sell a product, or to get attention for your brand.

From a marketing point of view, ‘banner inventory’ is the different type of marketing assets required to start a banner campaign. The best examples of these assets are those that are authentic to your business and your target market, and that represent your business in the truest way.

Photography and video are two marketing assets for a banner inventory. Here are some tips for you:

  • Story: Make your photos or video tell a story about the problem you’re solving and the destination your target market wants to reach.
  • Your own: A photography course could be a good long-term option if you’re that way inclined. There are now photography courses in Perth that show you how to take the best photos on your smartphone. Always take and store photos. You never know when you’ll need them.
  • Stock photos/video: There are many websites that sell banner advertising products. Some of these include: (Australian-based) Envato, iStock.com, Getty Images, Adobe, etc.
  • Prices: Expect to pay between $10 to $50 for a stock photo, depending on the size and quality of the photo you need.
  • Specific images: Search Google images for pictures that provide a licence for small businesses to use. This is particularly good for WA businesses because there are not a lot of specific photography images with common Australian themes like houses, landscapes and landmarks. Other places to look are Tourism WA, which have a large bank of material that is available for commercial use. You need to apply and give reasons why you need it.
  • Professional photographer: If you regularly need specific images for your marketing, it can be worthwhile hiring a professional photographer. Negotiate an arrangement with them because that could bring down the cost of each photo significantly. David Byatt, marketing director with Moshi Moshi Marketing, says if you need to more than 10 images per year you can get the cost down to around $20 for an original photo, which is fantastic value.

Byatt believes the biggest mistake is companies relying on stock photography long term. “It doesn’t serve the brand well and you’ve only got one chance at it.”

“I often say marketing is a bit like turning up to party uninvited – its fine if you’re charming and look the part,” Byatt quips.

When you go to a website and an image or other multimedia pops up, telling you to go to a website, that is called a banner ad. This ad tries to spark an internet users’ curiosity.

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