Re: Online visual advertising
I must admit I don't see the benefit/use of full-screen
flashy adverts or 'webmercials'. They appear to be
like TV commercials but on the Web. I think this sort
of advertising model is not applicable to the Web. On
TV you have to actively do something (i.e. change
channel) to avoid seeing an ad , which means that
people are more likely to endure them than on the Web
where people have to actively do something (i.e. click
) to see a full screen ad such as these . I don't
think people want to see full screen 'feature length'
ads on the Web, the Web is too interactive, it is not
just a push medium like TV.
I think the reason banners are still the primary form
of advertising on the Web is because the advertising
message can be bundled with content people want to see,
that is they are clicking through to see content that
is of interest to them which happens to also contain
advertising messages. Consumers are cynical if you want
people to click through to see pure,
low-involvement-type advertising on the Web, they
won't....why bother? It's not really doing them any
favours
As for the future, sure the penetration of broadband
will speed things up a bit but it doesn't change the
fundamental differences of the Web in relation to other
media. To sum up I'm not sold on this idea.
Keith Lacy
VistaTEC Limited
Tel: +353-1-661-9644 ext. 207
http://www.vistatec.ie/
Received on Mon Nov 27 2000 - 13:41:29 CST
