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Banner advertising or display advertising continues to be a trend on the Internet. It is superior to the classic form of print advertising or outdoor advertising. Today, there are hardly any companies that can do without it in their marketing mix. Projektify also offers such banner advertising on its website.

Projektify e.V. is a marketplace for buying and selling web projects. With meanwhile 700 web projects and 300 blog articles about self-employment in the web, the platform has grown strongly. Target group are programmers and IT interested students as well as private persons. As an IT association, Projektify’s service is free of charge and thus actively promotes IT culture in Germany. The target group is people interested in starting a business and IT experts.

Projektify obtains most users through SEO and grows permanently. All content is ad-free and the use of the platform is free. You can win new customers for your business by placing an advertising banner and support our association sustainably.

Get directly a non-binding offer at team@projektify.de

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Advertising banner on Projektify

Projektify offers the possibility to place two advertising banners on the site. The advantages are the strong scalability – there are almost unlimited people available on the Internet and the billing is simple. A monthly fee is paid. Also, an advertising banner can be placed on Projektify, which exactly matches the services. We also offer a high degree of design freedom. Animated or interactive banner ads are possible.

Banner advertising is a market of the future. The listed advantages speak for themselves and put it in strong competition with analog, conventional advertising. We offer a direct approach to the desired target group. If an advertising banner attracts a lot of attention, new customers or even employees can be won.

Projektify is a high-reach marketplace for buying and selling web projects and can increase brand awareness, thus positioning a company better in the market. Brand Awareness is a term from market research and indicates the awareness of a brand. We would be happy to advise you on the possibilities and potential of banner advertising on Projektify. We also offer the blog Agile-Unternehmen.de as advertising space.

Get a non-binding offer directly at team@projektify.de.

Online banner advertising for companies

Types of online marketing: Display marketing

Display marketing is a form of online marketing that comes closest to the classic measures in marketing. This is any form of advertising that is graphically displayed on a display, i.e. on a screen. This form of online advertising for businesses is also called online banner advertising, because this is the point of this online advertising for businesses: a banner that is displayed on a website. This can be images, animations or videos.

Thus, banner advertising on websites is common in the B2B sector. In all its aspects, banner advertising has a distinct advantage over other targeted marketing efforts. The target audience is often narrow, especially in B2B, and display ads in the right environment reduces budget waste. With B2B banner advertising, you differentiate between contextual and keyword, behavioral, socio-demographic and technical targeting. Behavioral and contextual targeting provide opportunities to reach a user based on their interests and search behavior.

Keyword-based banner ad targeting reaches users searching for a specific product or service. Retargeting allows you to retarget users who have already viewed your offers. Socio-demographic characteristics such as age, occupation or gender can also be important criteria for categorizing the target audience.

Content marketing – content is king

Anyone who talks about online marketing should also talk about content marketing, because unlike traditional advertising media, which usually provide entertainment and recreation, Internet users are usually looking for an answer to questions or a solution to a problem. This is where content marketing comes into play. This form of marketing needs to advise or help with educational content – and therefore wants to convince people of a company’s products or services.

Content comes in many forms: photos, text, videos, graphics or audio-only formats can be content and distributed through company websites, social media platforms or company blogs. All efforts to actually get your own content and website found on the Internet are called search engine marketing (SEM). This includes all search engine optimization (SEO) services and the placement of ads on search engine results pages (SEA).

Social media marketing

All measures that business enterprises take to contact target groups via social media and present their own services or products fall under social media marketing: whether they distribute their own content, place ads or communicate with customers – Twitter, Facebook, Instagram & Co. have recently offered more and more choices for effective social media marketing.

Influencer marketing

This form of marketing is closely related to social media marketing is influencer marketing: companies leverage the reach and trust that influencers enjoy when they have a strong social media community.

Affiliate marketing

So-called affiliate marketing is also closely related to social media: This is the principle by which affiliates place trackable advertising links to company products in their social media posts or on your website.

Definition: What are B2B advertising banners

B2B managers today learn different sides of marketing on the Internet. Accordingly, currently relevant banner ads get attention, they are clicked and the related website is checked and read.

This first touch point informs the user about the brand. In the real sense, banner advertising on the Internet refers to the display of graphic elements with an advertising message that can be transmitted to the consumer in various ways.

In banner advertising, success is measured by the number of impressions and clicks on the ad, usually from the ad server. A later criterion for pricing is the length of time the reader is in contact with the ad. On smaller websites, online banner ads are usually placed through so-called affiliate programs. These partner programs are offered by partner networks. Private homepages often participate in banner networks to direct visitors to each other. The most common type of business banner advertising is the integration of an online business banner into a website.

Special ad formats of banner advertising for businesses

To counteract the increasing addictive effects that negatively impact the success of online banners for businesses, new methods are being used to draw user attention to ads. These include sophisticated animations of banner ads that previously relied heavily on Flash technology, or special placement techniques using JavaScript, such as overlaying the rest of the page content on an ad banner, moving ad banners across the screen, or merging them with video content (AdClips for short).

Oral placement

Oral publishing is another form of online advertising. The author of the blog post intentionally places the link in the middle of a paragraph or article and adapts the language level and sentence structure to the target audience.

Example text: “To remove the computer card, you need a 4-mm wrench. Fortunately, there are many price comparison sites on the Internet where you can compare the best deals. With the different prices on the instrument market, you can save a lot here. Now open the case cover and ‚Ķ “

Clicking on the word “price comparison sites” here will take you to the advertiser’s site (in this case, the price search engine’s website). Ad blockers cannot remove this form of hidden advertising because the link containing the text must be removed.

Compared to print advertising, which still has a higher budget than online advertising in various B2B industries, banner advertising on a website offers a significant advantage. A prospect does not have to write down your company name and then remember that they wanted to search for your brand on the Internet – this hurdle is eliminated with the B2B online banner.

Another clear advantage over print advertising is its precise measurability. You can analyze exactly the percentage of those who click on the displayed B2B Online Banner and how many of these users switch to the page. This provides optimal conditions for A/B testing and thus optimizing the corresponding ad.

You can also limit the placement and frequency of your display ads based on technical attributes such as geographic targeting, frequency limitation or device selection. In this way, you avoid placing ads for users who are unreachable as buyers and prevent ads from being perceived as a disruptive factor due to too frequent presentations.

Trend forecast: Why banner advertising

B2B banner ads have been gaining more and more prestige in recent years, and not without good reason. Poorly executed display ads can elicit rejection rather than enthusiasm from users, but the benefits cannot be ignored, especially in the B2B space. Accurate targeting, perfect measurability and compelling billing models create banners with attractive designs that fit into an effective marketing channel that offers a clear advantage over traditional print ads.

Banner advertising is an important part of the B2B marketing mix. For some marketers, banner advertising no longer seems relevant. In their opinion, it is not very effective, is perceived as disruptive and is often used in questionable environments. However, the numbers tell a different story: according to the Digital Advertising Report 2020, the banner ad market is still the third largest segment of digital advertising. Global sales amounted to 61 billion Us dollars, and even 78.9 billion are forecast for 2023.

Especially in the B2B sector, companies face special opportunities when it comes to banner advertising on a website. Advertising the benefits of such an offer in a small graphic or animation file is really a challenge. However, banner advertising should be included in any B2B marketing mix. As long as this form of advertising is properly implemented and used in a compatible and reputable advertising environment, it can be effective and reach the desired target audience.

Banner advertising has been used for 20 years. When Joe McCambley created the first banner ad for AT&T in 1994, neither he nor the American telecommunications giant had any idea how much they would impact the advertising landscape over the next twenty years. Today, banners are almost ubiquitous on the Internet and, for many websites, an irreplaceable part of their financing model. As with any other form of advertising, the effectiveness of your own B2B online banners will ultimately be determined by several factors.

Design of the banner ad

Define your goals for banner ad campaigns in advance. As with all major projects, your campaign depends on planning. A simple banner can be created quickly. However, before you start thinking about what your ad should look like, three important questions need to be addressed. What is the purpose of the campaign? Who are your target audience? Why should anyone care about it?

Maybe you want to use banner ads to draw attention to a special offer or inform site visitors about a new product. Whatever you want to achieve, ultimately your goals can be divided into two groups. Either you want to sell something directly or you basically want to increase your brand awareness. The goal of the campaign has a crucial influence on how you should implement it in terms of design and content.

It is equally important to define the target audience. Nowadays, the Internet is full of advertisements. Therefore, users may ignore them. However, if you manage to reach your target audience directly with words they understand, it will be much easier for you to turn them into customers. Targeting the wrong audience can be expensive entertainment. After all, you’re investing in ads that users will notice and may click through to, but not the desired result. Simply put, if you’re selling something in the B2B segment, but your banner ads are aimed primarily at B2C, you’ve done something wrong.

The last question is what you can offer to your target audience. Once you have answered the previous two questions, it should be relatively easy for you to find an answer to this one as well. A banner ad gives you limited space and you need to be clear about what offer or message you want to convey to them.

You know who you want to contact and how. Now it’s time to think about how you will make this happen. Your potential customers are not online to see your ads. Accordingly, the time they spend reading your banner ads is very limited. It should be noted here that, according to usability studies, users rarely read article headlines in full. Therefore, it is necessary that it is short.

You know what you want to report. Now you should try to do it with your most memorable expressions. The text should be active and easy to understand. If you have something to give, you should mention it as well. You understand what you expect from the recipients of your ad. Unfortunately, they don’t want to understand and follow your subtle signals. The only thing that helps here is a clear call to action (CTA). In theory, a simple “click here” might suffice. In practice, however, a more specific approach is recommended.

Success factors for your display marketing campaign

For the display advertising campaign to be effective, it must have certain characteristics. First of all, it should attract the viewer’s attention. For this, the specialties of your company or product should be presented precisely and clearly. Therefore, display advertising strategy and continuous optimization are very important. Focus on the following key areas to create your customized media strategy when marketing.

Define the specific goal of your campaign. What do you want to achieve with your advertising campaign? Do you want to increase brand awareness, drive traffic to your booth at an upcoming trade show, or obtain customer data through leads? The answers to these questions will form the basis for the future design of your display ad. Defining a strategic goal serves as a guide and reference point. Review each ad you plan to run to determine if it will help you achieve your goal. Your campaign goals will automatically change over time as they are successfully implemented. While your initial focus should be on raising awareness, lead generation will be your primary focus in the future. So be open to changing your display advertising goals regularly.

Keep your ads simple and intuitive, and don’t overload display ads with too much text. Instead, focus on one noun and two or three adjectives to give the potential customer a first impression of your services and products with little text. Save the detailed information for the landing page that the customer will go to after clicking the banner. Match the ad color to the reader. Find out about the latest trends in the display advertising market, such as programmatic advertising. This way you will avoid wasting your marketing budget on ineffective advertising space. Constantly analyze the performance of your display ads and optimize them continuously.

Advantages: Online customer acquisition

Banner advertising is initially suitable for building brand awareness, but in the second phase it can also be used for results-oriented goals. Unlike print advertising, the success of such a campaign is measurable. Not only is the number of clicks related to ads recorded, but also the content that interested parties have viewed on the advertiser’s target page.

In addition, the target group can be narrowed down considerably: Banners only appear in countries whose markets are also served by the company and only in the thematic environment in which potential customers remain. Retargeting with banner advertising is also possible. Campaign management is all about the right configuration.

Anyone who disagrees that B2B decision makers continue to use industry portals to learn more about their industry is right. According to an analysis of B2B executives, 82 percent of respondents use digital media to do so. Banner advertising is also strong in digital. In digital advertising forms, banner advertising is justified alongside email marketing, social media marketing, and advertising and search engine optimization. It scores points because:

  • strong scalability
  • flexible billing models
  • high design freedom
  • possibility to place banners on websites that exactly match the offer of the advertising company.

Banner advertising allows you to directly address the desired target audience. If your banner ads get a lot of attention, you can attract new customers. Placing banner ads on portals with a wide reach can increase brand awareness and thus better position a company on the market.

Basically, there is an unlimited amount of advertising space available on the Internet. Digital ads can be placed specifically for websites that closely match the advertiser’s products or services. They can also advertise discounts or special offers. Banner ads are usually a way to encourage customer loyalty. When placing banner ads, there are flexible pricing models depending on the requirements. Thanks to the various technical possibilities, there is also a high degree of freedom in the design of banner ads today. Usually, dynamic banners get more attention than static ones.

Disadvantages: From the danger of being lost in the masses.

At the same time, it is not always possible to reliably measure the benefit or success of banner advertising. Accounts that use the CPM method are often inaccurate and unintentional clicks by users cannot be distinguished from intentional clicks. Many users find banner ads an inconvenience and therefore use ad blockers. For this reason, banner ads often do not even appear on the screen. For similar reasons, users unknowingly overlook banner ads and ignore them, which is called “banner blindness”.

As a rule, banner ads are animated graphics designed to attract the visitor’s attention by moving or blinking. Applications for banner ads are increasingly being installed alongside traditional email spam filters.

Conclusion

Display advertising remains an essential pillar of any B2B strategy in marketing. Despite ad blockers and lower conversion rates than in the B2C market, display advertising remains a significant cornerstone of online marketing in the B2B market. Take advantage of this opportunity: with banner advertising, you can increase your brand awareness and attract potential customers.