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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