Definition
A banner ad that attempts to trick people into clicking, often by imitating an operating system message.
Information
Trick banners seek to overcome “banner blindness” and “banner baggage” by disguising the fact that they are advertising devices. Typically, no mention is made of the advertiser, just an imitation of an operating system or popular application.
While it is common for trick banners to attract a higher-than-average click-through rate (CTR), the quality of the clicks may be somewhat suspect, as visitors are likely to hit the “Back” button once they realize what happened. Additionally, since trick banners rarely have identifying information, they fail to capture any non-click response. Aside from CTR, there is the issue of visitor satisfaction — or lack thereof. Visitors may feel ill-will towards a site that tricked them, and may decide not to return.
A trick click-through is sometimes called a trick-through.
see also: Digital Marketing Tools
Information
Trick banners seek to overcome “banner blindness” and “banner baggage” by disguising the fact that they are advertising devices. Typically, no mention is made of the advertiser, just an imitation of an operating system or popular application.
While it is common for trick banners to attract a higher-than-average click-through rate (CTR), the quality of the clicks may be somewhat suspect, as visitors are likely to hit the “Back” button once they realize what happened. Additionally, since trick banners rarely have identifying information, they fail to capture any non-click response. Aside from CTR, there is the issue of visitor satisfaction — or lack
thereof. Visitors may feel ill-will towards a site that tricked them, and may decide not to return.
A trick click-through is sometimes called a trick-through.
see also: Digital Marketing Tools
Related Terms
view all terms in the Online Advertising glossary or all terms in the Digital Marketing glossary
