When the banners learned to walk
Unique demonstrates for Ikea: the new TV channel is the banner.
A trend is slowly but surely developing into a boom: more and more advertising with moving images is only being shown on the internet. In the USA, the advertising money spent on Internet spots is already higher than the media spending on traditional TV spots. Although the display sizes in advertising banners are still limited at the moment, it is only a matter of time before things change here too.
In Switzerland, Unikat already regularly advertises with such small films "in normal web banners", as Managing Director Jan Maurer explains at the Zurich agency. Recently, an example of the recruitment of a mattress test sleeper campaign could be seen online. The Swedish furniture manufacturer Ikea advertised this test exclusively on the Internet with banner films. The medium offers the decisive advantage over the classic TV commercial that the "call to action" is immediately integrated. "So you can register directly for the mattress test," explains CD Daniel Meier at Unikat.
Another example of spots that were only designed for Internet banners are two current kitchen banners from Ikea. "Such films have to have a simple structure, as the sound in banners can only be switched on optionally and the image size is limited for technical reasons," says Reto Salimbeni at Manifesto Films, where the banner spots for the Ikea kitchens were realized. This dramatizes the fact that high-quality kitchens from Ikea have an incredibly low price and that the 25-year guarantee is unique. Such an offer inevitably makes you wonder: is it real? "It is, in the truest sense of the word or the image," confirms Marketing Manager Carlos Friedrich at Ikea Switzerland.
And the moral of the story: the click rate for these moving mini-spots is twice as high as for "normal" banners.
Andreas Panzeri
In Switzerland, Unikat already regularly advertises with such small films "in normal web banners", as Managing Director Jan Maurer explains at the Zurich agency. Recently, an example of the recruitment of a mattress test sleeper campaign could be seen online. The Swedish furniture manufacturer Ikea advertised this test exclusively on the Internet with banner films. The medium offers the decisive advantage over the classic TV commercial that the "call to action" is immediately integrated. "So you can register directly for the mattress test," explains CD Daniel Meier at Unikat.
Another example of spots that were only designed for Internet banners are two current kitchen banners from Ikea. "Such films have to have a simple structure, as the sound in banners can only be switched on optionally and the image size is limited for technical reasons," says Reto Salimbeni at Manifesto Films, where the banner spots for the Ikea kitchens were realized. This dramatizes the fact that high-quality kitchens from Ikea have an incredibly low price and that the 25-year guarantee is unique. Such an offer inevitably makes you wonder: is it real? "It is, in the truest sense of the word or the image," confirms Marketing Manager Carlos Friedrich at Ikea Switzerland.
And the moral of the story: the click rate for these moving mini-spots is twice as high as for "normal" banners.
Andreas Panzeri
