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Banner company types There are various types of banner "swaps" available, I'm going to list a few with my own opinions as to whether or not they're worth considering, Ratio companies For want of a better title, these companies give banner displays on a ratio basis, you agree to display ads for them, then depending on what ratio they give they'll display banner ads for you. So for example a company with a 2:1 ratio will display one ad for your site, every time you display two ads for other sites on your pages. Site topic specific Very similar to ratio companies except that only sites with a certain topic can join, for example a Games Banner Swap company will only allow you to join if your site is related to games, so your ad will ONLY be displayed on sites related to games, and ONLY ads from other games sites will be displayed on yours. Personally I wouldn't have thought this was a good idea, surely when people are viewing your fantastic games site, it's not a good idea to have ads for other games sites tempting people away ?? Country specific Now this is probably a better idea, imagine you've got a product for sale via the Internet, but it's only available to buyers in the UK. If you joined one of the major companies then your ad would be displayed all over the world. It's not much use somebody in Bulgaria seeing your ad when they can't buy the product. Wasted advertising. These country specific banner companies cater for various countries, and only sites from that country can join. Take the UK Hyperbanner as an example, only UK sites can join, and your ad will ONLY be displayed on UK sites. This doesn't of course guarantee that the person viewing the advert will be from the UK, but there must be a higher chance. Other than the above they work the same as ratio companies. One for one exchanges These are mutually agreed between two sites of similar popularity, both sites must be running some sort of ad tracking software that keeps tabs on how many ads are being displayed. Basically Site A agrees to show Site B's advert 10,000 times, if Site A displays Site B's the same number of times. Both the sites involved have the ability to log into each others sites and see how many times their ad has been displayed, plus how many click-thru's have taken place. Rotating ad companies Rotating ad companies work on a different basis to the "ratio companies", they rotate all ads evenly which is an advantage to some, and a disadvantage to others. Take the following example...... Three sites join a rotating ads company, one is a very popular site and gets nine visitors straight away, the other two get no visitors at all. In the advertising space on the popular site, nine ads are shown, three for each of the three companies in the scheme. So the two sites that have had no visitors have had their ads displayed three times, even though they've had no visitors, great !! The popular site has had nine visitors, but has only had its ad shown three times. So the moral of this is, join one of these companies if your site receives very few visitors, don't if your site is a very busy site. The above example is a "best case scenario", in reality a lot of ads are sold, and a lot of ads for the company are displayed, so in the above example out of the nine ads that are actually displayed 4 might be company ads or ads for paying sponsors. This makes the case of the popular site even worse. Companies who pay you to display banners There are lots of companies who offer to pay for the display of adverts, they all work in slightly different ways, some offer to pay for each display, some for each click-thru and some for each product that is sold through an ad being seen on your page. My advise here is avoid them, unless you display a LOT of adverts (thousands per day), and in that case be very careful which company you choose. RECIPROCAL LINKS On come larger sites you may see something like "We'll display your banner for FREE !!", what this means is this, you display their banner on your pages (you've only got one page so all the visitors to your site will see it), they'll put you in their "reciprocal links section", these are usually pages, and pages, and pages full of banner ads that no one ever bothers to look at. Worth doing, no, unless you have a look at where your ad will be displayed and you think a lot of people will see it, I doubt it. |
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