Friday, June 21, 2013

Are Sri Lankan Brands making the Maximum Use of Display Banner Ads ?

Are Sri Lankan Brands making the Maximum Use of Display Banner Ads as a Brand Communications Tool?
Simple answer is yes very few Sri Lankan brands are using display banner ads as a brand communication tool. But there is a doubt, are they making the maximum use of display banner ads. I saw most of the FMCG brands marketed within Sri Lanka use this banner advertising ( as an example when the close up toothpaste introduced to the Sri Lankan market those ads were appeared on website like gsmarena and cricinfo) as well as the local high traffic rated websites like Elakiri.com , Gossiplanka also published those close up ad banners. 
 Many brands in Sri Lanka target international (which Lankans are visiting often) website than the local websites. But very few companies in Sri Lanka use banner ads properly. Some of them are appear on seasonal basis. However telecommunication companies in Sri Lanka (actually we can’t consider those brands as Sri Lankan brands because those are multinational or foreign companies) involve in aggressive display banner advertising (especially Etisalt). They have been properly observed the websites that has high visitor base from Sri Lanka. Ikman.lk is the most popular Sri Lankan successfully maintaining the Google display banner ads. They target the locally high ranked websites like Gossiplanka and Music.lk as well as their banner ads are available on GSM arena like international websites. When someone looking for a phone he/She may obviously visit this GSM arena website. Ikman.lk feed Google display network with relevant settings (Target audience, Preferences of them , etc ) properly. So the potential is so high for a one who looks for a mobile phone locally, visit the Ikman.lk through the banner ad appear on GSM arena.



Unfortunately most of other Sri Lankan brands are practicing very elementary level of display banner advertising. Other some prestigious Sri Lankan brands use display banner web ads within their own websites but they are not linked to Google display network. Another big mistake that Sri Lankan brands are making is always fight to get a space above the fold. Only ad i saw during my observation below the fold in a Sri Lankan website is this lets go green ad.

 Upcoming website brands in Sri Lanka  use very indecent and cheap methods in their display banner ads. of a website so we can see some ad banners appearing as clusters which increase the ambiguity of web visitor.due to these errors we cannot conclude that Sri Lankan brands are getting maximum use of display banner ads. 

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