Bizo, a B2B marketing platform that lets advertisers target business professionals, has published a pair of top 10 lists that show which “business audiences” (as categorized by industry and job function) are most likely to take action when they see a banner ad. “Action” could mean whatever it is the banner ad is asking them to do: click, like on Facebook, fill out a form, do jumping jacks, etc.
Here’s the complete press release, and whimsical infographic.
The biggest takeaway seems to be that legal professionals in the legal industry really love banner ads (relative to everyone else). So if you’re advertising legal services to legal professionals, you’d better be running banner ad campaigns…with Bizo’s targeting data, of course.
Without further ado, below are the two lists. The percentages are the “Action Rate Index (ARI)” for each segment. It’s unclear from Bizo’s press release whether a segment with an ARI of 200 is twice as likely to take action as a segment with an ARI of 100.
Top 10 industry segments included:
1. Legal (ARI: 223 percent)
2. Retail (ARI: 192 percent)
3. Software (ARI: 185 percent)
4. Media Publishing(ARI: 184 percent)
5. Wholesalers(ARI: 157 percent)
6. Telecommunications (ARI: 121 percent)
7. Hospitality/Hotels (ARI: 116 percent)
8. Real Estate(ARI: 108 percent)
9. Business Services (ARI: 108 percent)
10. Consumer Services (ARI: 107 percent)
Top 10 job functions included:
1. Legal (ARI: 257 percent)
2. Operations (ARI: 218 percent)
3. Consultants (ARI: 157 percent)
4. Sales (ARI: 156 percent)
5. Marketing (ARI: 147 percent)
6. Finance (ARI: 146 percent)
7. Government (ARI: 102 percent)
8. Education (ARI: 102 percent)
9. Scientists (ARI: 100 percent)
10. Engineering/Technical (ARI: 97 percent)
We pushed version 1.5.5 of Canned Banners live on Saturday night. This release included quite a few improvements:
New design for Saved Banners page
We redesigned the page where you can see all your saved and purchased banners. You can now choose actions with a simple drop-down menu. There’s also a link to download previously purchased banners. And the ‘buy now’ link for your draft banners takes you directly to the checkout page.
New sizes for Veritage Realty template
We added a 160×600 and 728×90 to our Veritage Realty banner template, so it’s now a complete set. This is a very cool set of banners, as it gives you slideshow-style functionality for three different items (be they houses, garments, cars, etc).
Customize this template »
New error alerts
We added alerts within our banner builder to notify us behind the scenes when things go wrong. Over time, this will help us pinpoint and fix problem areas and make our website more reliable. And as always, if something doesn’t seem right or if you think something’s broken, don’t hesitate to contact us.
Today ADOTAS.com saw fit to let me weigh in on the security and liability implications of Google’s apparent $500 million settlement with the Justice Department.
I doubt the self-serve ad world is going to come crashing down under pressure from government lawsuits, but it should give everyone a reason to ponder the implications of taking money from sleazy advertisers. With money at risk, self-serve ad platforms, and the online advertising world in general, may be a bit more judicious in choosing their clients and passing on the shady ones.
I think overall, a purging of scammy advertisers would be good for online advertising. It would raise the overall image that online advertising has. Despite some people’s privacy concerns, online advertising still has a tremendous amount of untapped potential to efficiently target the right ads and offers to the right people at the right time in the right place, and so on and so forth (as opposed to television, which gushes a never-ending stream of irrelevant, tacky ads no matter what your individual buying habits are).
With a lower proportion of shady ads, you might also see people click on ads more often. Any market economist will tell you, there’s nothing like trust to grease the wheels of commerce, and a lack of trust to bring everything to a screeching halt. If retail banking were like the internet, you could never be very sure whether a bank branch was just a phony facade trying to sell you counterfeit Certificates of Deposit. But it’s not. Why? Because of strict government regulation and the threat of punishment if banks engage in criminal behavior.
I’m indifferent to the particular case against Google…I have no idea whether Google did anything wrong. But if government oversight makes it easier for my company to make a legitimate buck on the web, then I’m all for it.
Anyway, go and read the column here.
April 29, 2011—Canned Banners rolls out self-serve, ecomm option
“Etailers within Shopify’s platform have one more option when it comes to advertising: flash banner ads. This week, Canned Banners rolled out a new banner creation platform, which is self-serve, for the site.”
Visit BizReport.com to read more.