Re: Banner adv frequency

From: michaela gaaserud <mgaaserud_at_amazingmedia.com>
Date: Thu 3 Aug 2000 15:15:03 -0400

RAMON RAY <ramon_at_smallbiztechnology.com> WROTE:
> It's true that click through rates may be falling or at
> a minimum, however, I can sure say that those
> advertisers that can consistently advertise (this does
> take a lot of money) online will surely reap rewards.
> If not in direct sales, then for sure in awareness.

TO WHICH NICK WREDEN <nick_at_aspen1.com> REPLIED:
> Ramon Ray says that banner ad frequency = branding and
> cites an article in Internet News as proof. If you
> read the article carefully, however, it says that
> seeing a banner ad four times only raised awareness to
> about 10%. Such awareness is a long way from being a
> brand.

I think the focus of online advertising is taking a
turn. Most of us seem to be in agreement that building
a brand online is very costly and very time consuming.
Traditionally, only big companies (like IBM) could
afford to brand through banner ads. Now, however, a
new breed of advertising is emerging. One that doesn't
focus on click throughs and branding, but instead on
direct sales and leads. Rather than sending customers
off the page they are on to weed through your web site,
they can purchase items, give you information about
themselves or even learn more about your products -
right in the ad itself. This technology is also
reasonably priced, so even small businesses can afford
it.

Michaela Gaaserud
Amazing Media
www.amazingmedia.com





Received on Thu Aug 03 2000 - 14:15:03 CDT