Re: Online visual advertising

From: Wayne Browning <info_at_homepagers.com>
Date: Thu 30 Nov 2000 10:24:46 -0500

KEITH LACY <keithl_at_vistatec.ie> WROTE:
> 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

I second this emotion:-)

While banner response may not be what we would all like
it to be, coversions are going up. This to me
represents a normal evolution process. That yes banners
are still primary for a few reasons but one being that
in many cases they do indeed work!

Other reasons are the alternatives are not that much
different and in the case cited below even more
intrusive.

Nothing will turn a browser off or send him off
scurrying that arriving at a site expecting content and
instead receiving a commercial. One of the draws to the
web is the fact that it is not intended to be a "push"
type media. As wiser advertisers discover this they are
or should be doing a few things differently.

1. start doing their media buying on a more one to one
basis rather than relying on networks that rely on
signing up publishers' sites. Their targeting promises
are , in most cases, half baked.

2. matching offers with content, and again this
requires an approach that requires more trench work in
placing ads. i realize that for some it is difficult to
do this and obtain the same volume they would using a
network. But quality is the key here not volume. Volume
will come over time and the type of volume produced by
a more selective buying approach will render, finally,
the results many seek. Too often we seek out the
easiest solution and let others "sell us' on it. I do
not believe that there is an easy media buy that can be
done. Well if you have an endless marketing budget
perhaps, but if not, if you are a smaller entity, then
selective media buys will do well for you.

The real evolution is taking place with in the banner
itself as we start seeing a more interactive banner
style emerging. Flash,rich media and others forms are
becoming more widely used. But it will still only be
well placed ads that see good ROI.

enough now i tend to ramble.....
Wayne Browning





Received on Thu Nov 30 2000 - 09:24:46 CST