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Looking For More Effective Advertising?

Have you been disappointed with the results from your pay per click campaigns, banner ads and popups that never seem to deliver a fair return on investment?

Are you wondering what it takes to convince people to buy instead of walking on by your adverts?

If you’re someone who constantly reviews your advertising budget, trying to identify new and better ways to give you more return per advertising buck content advertising might be just what you’re looking for.

Why Banner Ads Are Dead (Almost) And Content Is King (As Always)

Marketers now generally accept that Banner ads are a lot less effective than before because visitors to websites suffer from banner blindness having been subjected to this type of advertising for many, many years.

“You’re more likely to survive a plane crash than click on a banner ad” – Solve Media

If you think Solve Media are exaggerating take a look look at the results from the Nielsen Norman Groups 2007 eye tracking study (shown below).

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Eye-tracking heat maps indicate banner blindness

Red areas are where users looked the most; yellow areas show less views,; blue areas show the least-viewed parts of the page; gray areas attracted no views at all and the green boxes are used to highlight advertisements.

As a result of this banner blindness, marketers are having to look at new ways to ensure their advertising messages are read.

Many brands are now routinely using sponsored articles on websites frequented by their target audiences. In fact according to moz.com’s” Content Promotion Manifesto” brands spent, on average, 6.7 percent of their content marketing budgets on sponsored content in 2013.  The trend for this kind of spend is upwards and famous names such as The New York Times and Forbes’ Brand Voice, provide good examples of companies using sponsored articles.
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