Re: Online visual advertising

From: Robert Knight <rKnight_at_corp.RU4.COM>
Date: Thu 30 Nov 2000 10:34:45 -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.

I definitely agree with your point here, Keith. Making
marketing contextual (e.g., appropriate to its context)
has already proven that thoughtful, carefully conceived
strategies yield better results. Advertisers and
agencies have realized that this is the only way to
achieve results in the yield-driven marketplace.

At the same time, I think it is important to realize
that technology improvements will lead us to more
robust ads, even if they are not Web Commercials, as
KMGI creates. Our company sees a future where
rich-media penetrates the net space where the bandwidth
capacity allows it. That means at the workplace, but
maybe not at home. Developing advertising technology
which recognizes that the landscape is varied and
allows for automatic correction enables advertisers to
deliver a more television-like message without ticking
off publishers or users through poor site performance.
The last thing anyone wants to do is alienate the
customer.

The benefit here of course it that you will eventually
achieve an almost television-like rich-media without
giving up the instant customer acquisition abilities of
the web. The future is coming; don't fight it.

For some examples of our technology, take a look at
www.ru4.com/showcase.

Regards,

Robert Knight, ru4.com
AD, Finance & Operations
435 Hudson Street, Floor 7 / New York, NY 10014
phone 212.741.4222 / fax 212.741.4224
email: rknight_at_corp.ru4.com <mailto: rknight_at_corp.ru4.com>





Received on Thu Nov 30 2000 - 09:34:45 CST