If you are concerned with getting the most bang for your marketing buck, you should strongly consider interactive banner ads. This type of pay-per-click advertising is ideal for small and midsize companies who want to ensure they are receiving the greatest return on their investment. 
Like traditional banner ads, these online promos show up on the pages for a variety of content, but unlike the more conventional types, interactive ads allow you to analyze how much of a response they are producing. In general, you will pay only five to ten cents to the content host for each ad clicked.
Among their most important advantages are:
- Scalability: If you are a smaller company with a limited marketing budget, interactive banner ads can be an ideal marketing solution, because you only pay for the click-throughs the ads generate. If a particular ad is producing a much larger response with more interactions from viewers, then you pay a little more to the page host. If you wish to broaden your impact on consumers then you can choose to display your ad on more pages.
- Added value: A critical advantage of interactive banner ads is that you can often boost brand awareness with minimal expense. While you only pay for a click-through, your interactive banner ads can still make impressions on a much larger audience.
- Greater functionality: Unlike non-interactive banner ads, the more advanced ones can produce video or sound when the mouse is moved over them. This added functionality can help alert viewers to your product and produce a greater response rate.
- Analytics: With the analytical tools that come with most banner ad campaigns, you can measure how each ad is performing on each of its pages. You may find that certain types of ads produce greater click-through rates, and combinations of pages and ads further boost the number of responses. You save money by then adjusting your advertising strategy to include only the most effective ads on the most important websites.
- Synergy: Choosing pages where the content is related to your product can boost click rates. This synergistic cooperation heightens the effectiveness of your ad campaign, by augmenting the inbound marketing mantra of meeting consumers where they already are.
- Return on investment: While all the above advantages add value to the interactive banner ad strategy, you should note that this is one of the most inexpensive marketing techniques available. While most hosts still sell ad space using the click rate model, some have adopted models where payment is only made if a conversion occurs. Other pricing models include bidding systems, where space is sold to the highest bidder.
Interactive banner ads are one of the most effective marketing strategies that can be used in concert with an inbound marketing strategy that includes social media, search engine optimization or landing page design. This flexible, powerful and inexpensive marketing system has retained its appeal through the years and will continue to do so.
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