Advertisers and publishers can display adverts which contain both text and graphics using Google Adsense. The question arises whether advertisers prefer Adsense over banner advertising on their websites. What is most advantageous for advertisers and what is most advantageous for publishers?
On the one hand, advertisers may believe that image ads are more receptive, but less likely to lead to a sale. Text ads, on the other hand, may convert better, even though they are less visually obvious to the consumer.
The least invasive of the two formats is text-based advertising. However, does this mean that graphical advertising is better? Those who sign up for free email accounts and use other web-based services are confronted with graphical advertising. They have almost become accustomed to ignoring visual advertising because they are constantly exposed to it. The consumer is used to brand advertising, which they perceive as less meaningful because the advertising is not targeted.
As consumers expect graphical advertisements to be the same, they may not pay attention to them. Surfers are not forced to see text ads. Some will overlook them because they are less noticeable. But those who see them and read them are much more likely to click on them. This is due to a number of factors, the first of which is that they provide more information.
In general, someone reading text on a page is not entirely satisfied with what they are reading. When they look at AdSense ads, they are most likely to read something that complements their next goal. With an image ad, the surfer takes a much greater risk. Graphic advertising is often sold on a per-impression basis. This is because the advertiser is more likely to be trying to market their brand than a specific service. Therefore, they are considered less conversion-friendly, making text ads more successful in the eyes of consumers.
What would be most effective if the text were displayed in a graphical format in an advertisement? Firstly, one can assume that the surfer will be more inclined to see it. However, if many image ads are displayed next to each other, the surfer can become annoyed. Graphical ads are also more difficult to regulate. Think about Google's policy, which allows ads to be updated regularly and without supervision.
The marketer could claim a relationship with the site they are advertising on and use keywords such as „ipod“ which would not be found in a text ad. Despite the fact there is more regulation and quality control, a pornographic image, for example, could unintentionally appear on an advertiser's ads.
Text ads appeal to a broader market, as advertisers do not always have the resources to design a visual ad, but do have the means to write a text ad. This could mean that a larger number of advertisers will have access to text ads, as they are less time-consuming and easy to change.
Textanzeigen sind für den Werbetreibenden auch kostengünstiger zu erstellen als visuell erstellte Anzeigen, die bis zu 200 $ aufwärts kosten können. Werbetreibende sind möglicherweise bereit, einen höheren Anteil für die Werbung selbst aufzuwenden, wenn diese Fixkosten wegfallen, wovon sowohl der Werbetreibende als auch der Verlag profitieren.
Advertisers apparently prefer text ads. They pay for a CTR (Click-Through Rate) and in return receive exclusively tailored traffic. Companies no longer have to worry about their ads not only being seen but also clicked on, which leads to an increase in revenue.
Advertisers can also attract attention without a high click-through rate, as CPC (Cost Per Click) is more relevant for text ads. The big brands are willing to advertise in both media, but text is undoubtedly the winner due to its wide market acceptance. As image ads disappear from Flash websites, it becomes increasingly clear that website consumers prefer text and information.
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