Participating in banner exchanges is supposed to be easy method to drive traffic to your website. While I did it for first few weeks in my early days, I have never seriously used them for reasons more than one.
But marketers who want to take advantage on a limited budget may find banner exchanges to be quite useful.
Concept of banner exchange is simple. You do not pay for banner ads you want to place on other websites. Instead you strike a deal. You place someone’s banner on your site and in return your banner is placed on someone else’s site. This is achieved by banner exchange system which calculates the impressions and displays.
Thus, when purchasing advertisement space may be expensive, banner exchanges could be an affordable alternative.
Cost
Most banner ad exchange groups are free to participants.Most banner ad exchanges will find another website to post your advertisement without charging a fee but they will require you to post at least one banner ad, and sometimes more, on your website in exchange for having your banner ad displayed on another website.
The Problem
While they might claim and might sincerely work to attempt to match your banner ad to a relevant site, this may always not be possible and your banner ad may wind up on a website which is not relevant to your products or services. That could mean displaying in front of not so interested audience and lesser response from them. This will likely mean that the banner ads will generate very little interest in your products and services. Similarly the advertisements you are asked to post may not complement your website well. This will not give your user very pleasurable experience.
You do get a slight control like rejecting advertisements in particular categories you find to be irrelevant but will have little control beyond that.
Conclusion
I do not recommend banner exchange but that is my personal opinion. Banner exchanges do not provide you with massive traffic but they are a traffic source still. They offer banner advantage without involved costs and that might help with branding your website.
If you are interested there is no harm in trying. Then you would be a better judge.
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