Re: Flash in the pan

From: Tom Lamond <tjlamond_at_pacbell.net>
Date: Wed 03 May 2000 23:39:04 -0700

I'm relatively new to online advertising (coming
primarily from the TV world) and wasn't aware of the
controversy over multimedia vs. text that's been
debated in recent digests. I'm now at a small startup
that will be offering wireless Internet access and have
created a flash piece that illustrates the utility and
functionality of our service. We'll be serving this
flash piece to 50% of those who click on a banner ad,
and will measure the conversion rates for those who go
straight from a banner to our site against those who
are offered the flash "demo" and can then click through
to the site. The goal is to understand if offering
additional info in an entertaining format increases the
likelihood that the viewer will become a customer. The
flash piece is definitely eye-candy, but it also gives
necessary product info in a pretty entertaining way.
We'll also offer a link to this flash 'demo' from our
site. If anyone is interested in the results -- did
exposure to flash multimedia increase the likelihood of
purchase -- let me know and I'll report on any
differences we're seeing.

Tom Lamond





Received on Thu May 04 2000 - 01:39:04 CDT