Targeted Banner Ads Work

Showing an ad to someone reading a related story is a great way to reach the right potential RFID buyer—and it's cost-effective.
Published: March 11, 2015

Did you know that RFID companies that use targeted ads achieve a click-rate 10 times that of generic ads?

Broad-based branding advertising can be very effective, but it’s also very expensive, and not every company has a product that reaches across all industries. Targeted ads can attract highly qualified leads, and they are cost-effective. Let me explain why.

If you offer, for example, an RFID blood-tracking solution, RFID Journal can show your ad to those who are reading articles about a blood-tracking solution (a lot of people find us through Google, and then read old articles about the application in which they are interested). This is the most cost-effective banner advertising you can do, because you are paying only to reach folks who are researching the solution you offer. Google search advertising is another way to target your ads, but you only get text ads with a very limited number of words.

We don’t recommend simply putting up an ad saying, “Hey, we have a blood-tracking solution.” Rather, I encourage advertisers to develop a white paper or a case study they can promote. Potential RFID customers hungry for information are more likely to click on an ad promoting a free white paper and provide their contact details in order to be able to download that document and obtain its information. Now you have a lead and can follow up with someone who has expressed a strong interest in your solution. The white paper can also be used to generate leads at an event (see Use White Papers to Draw People to Your Booth).

Not every lead will be highly qualified, even with this approach—there are many students and consultants also trying to learn about RFID, for instance. But we’ve found that the RFID companies that use targeted ads often generate very good leads cost-effectively.

Mark Roberti is the founder and editor of RFID Journal. If you would like to comment on this article, click on the link below. To read more of Mark’s opinions, visit the RFID Journal Blog, the Editor’s Note archive or RFID Connect.