Banners are just cyber billboards
No one should be surprised at the low CPMs and low
response rates of banners. Even rich media banners,
interstitials and pop-ups are just roadside billboards
in cyberspace. As high bandwidth becomes more available
and streaming media usage increases, we will begin to
see higher CPMs and much better results from targeted
audio and video advertising. These ads will not simply
be re-purposed radio and TV ads but ads with new
creative aimed at taking advantage of the targeting
capabilities and Interactivity of the Internet. These
targeting capabilities include more than just
demographics and pychographics. We can target based on
the user's actual usage patterns. All this will be
possible without violating user privacy. And how about
this added bonus...we can control the number of times a
specific ad is seen so that a series of ads in a
campaign can be scheduled to be viewed by a user a
certain number of times. This eliminates the chance of
an online listener or viewer hearing or seeing an ad
too many times and after it no longer has any effect.
We can design campaigns that through a series of ads
can take the user from the initial awareness of a
product or service to the purchase. It's a very
exciting time for advertising.
Received on Tue Jan 16 2001 - 13:57:03 CST
