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So we have all had our fair share of them, those ubiquitous banner ads that we find scattered around a website, seemingly unrelated to the website itself. The seasoned designer will choose advertising well that fits in with the sites content, but all to often we find pages filled with banner exchange programs in the hope that they will drive traffic to the website. Lets face it, we all get sick and tired of advertising that means little to us. We turn off from it, and any effectiveness is lost.

Banner exchanges can actually be a very effective means of promoting a site. You can get your message across in a high visibility format. This is a good thing. You also get that advertising spread over a number of sites, again a good thing. The problem lies with a lack of targeting. As more webmasters have used exchanges, the more they have become filled with advertisers who have nothing to do with your niche and are therefore not going to be of interest to your viewers. If the viewer of the website cannot find a connection between the content and the displayed banners, they probably wont give then much notice.

The solution is therefore targeted banner exchanges.

An example is ClickNet Japan. It provides a free banner exchange program only for Japan related sites so the advertising is going to be relevant across the whole network. Also, by maintaining a niche group of websites, banners across the network will get more relevant impressions. It’s a win win situation for all the sites within the network. By isolating a target audience ClickNet is clearly giving an advantage to all sites in the network. Japan related sites can display their ads to viewers who are already interested in that subject area. This in turn generates a higher and more motivated click thru rate. The end result is a more effective advertising system.

Banner exchanges really work when you have directed traffic from websites with a similar target audience. If most of your audience is going to be living in the U.S. it would make no sense if you were displaying advertising for websites that would only have a relevancy in Europe. By choosing a targeted exchange, you can reach out to your audience better. This is why banner exchanges were one of the first effective forms of online advertising. By selectively using targeted programs you can better ensure the chances of a successful marketing opportunity. And at the same time, reward your websites visitor with a richer and more relevant user experience.

So the idea is to find a program that not only matches your visitors, but also that your site will match with other sites visitors. This is not as difficult as you might imagine. Do a quick search on banner advertising in your subject area and you are sure to start finding exchange programs related to you that will drive much more targeted traffic to your site. Give it a go and enjoy the benefits.

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