Re: Banner ads are dead, long live online advertising

From: Wayne Browning <info_at_homepagers.com>
Date: Thu 14 Dec 2000 10:56:35 -0500

RICHARD SELTZER <seltzer_at_samizdat.com> WROTE:
> Please take a look at my article about "Banner ads are
> dead, long live online advertising" at
> http://www.samizdat.com/puzzle.html and a related
> article at http://www.samizdat.com/puzzle2.html
>
> I believe that creative alternatives -- such as Java
> Puzzle Cards -- have interesting potential. I'd like to
> hear your reactions to the articles and your ideas
> about puzzle cards and other possibilities.

Banner ads are doing fine thanks!

Too many are leaping to judgment based on a year of
gross mis-spending by overly financed dot.coms.

In a year where many dot.coms tried to make a "brand
name' or attract large subscriptions to some ,online,
ideal e-commerce solution, we would be not doing
justice by drawing conclusions on banners ads as
failures. For among all the rumble are survivors and
winners.

I'm always amused at how the negative aspects are the
most broadcasted. Look let's be real, there was an
explosion on the IPO scene , venture capitalists where
spending blindly, how long did we think this would
last. Most media buyers had too much cash to spend and
spent it in a most frivolous way. Look at the NASDAQ
today, a shadow of itself just 6 months ago.

The conclusion is not that banner ads did not or do not
work, the conclusion I understand here is that the
business model is being defined as we go. That leaner
remains better, that media buyers need to do better and
more targeted placements, more sponsorships of sites
with matching content. Of course banner ads work when
the creative is in place and top notch, when the
insertion or banner ad placements are well researched
and developed. When the advertiser offers more than a
splash presence and becomes part of on-line culture. It
all works, always did, will continue to.

We just got over the big "gold rush" year, and now we
must pan the rivers to see where the real nuggets
are:-) The next wave will see a much more organized and
intelligent round of advertising.

One cannot deny the internet's possibilities and once
tasted the charm of online activity will continue to
attract new ventures.

Or perhaps i 'm too optimistic:-)

Wayne Browning
Homepagers





Received on Thu Dec 14 2000 - 09:56:35 CST