Banner Advertising

11/24/1999

25 percent of the experienced users said that banner advertising drove them to shop online.

The survey of 1,472 Internet users conducted by Andersen Consulting reported that 25 percent of the experienced users found their shopping destinations via a banner ad. Banner ads were by far the most prominent method of effective advertising beating out, Newspapers or Magazines (14 percent), television commercials (11 percent), radio spots ( 4 percent) and billboards (4 percent).
While most of the banner ads are price oriented more than half of the online shoppers use price as their primary factor. Security, convenience, and time savings were among the more popular reasons for choosing an online shopping destination.
"Promoting rock bottom prices won't ensure online purchases or repeat business. Savvy net consumers consider the full shopping experience- from first click to home delivery," said Mary Tolan, Andersen Consulting's ManagingPartner, Retail.
According to the survey 86 percent of the respondents will be using the Internet to shop online this upcoming Holiday season. These online shoppers will be looking for certain qualifications in an e-tailer.
- 80 percent plan to use sites that offer good value
- 74 percent favor sites that provide ease of use and convince
- 65 percent want to shop at sites that offer quick delivery
- 64 percent will be looking for variety and an assortment of products.
"eTailers are judged by their entire capabilities rather than just a cool web site or a slick ad campaign," Tolan said." the magic is what happens after a sale is recorded: having the right stock, the ability to ship in real time and being able to provide post - purchase support will determine online survival."

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