Re: CNET changes advertising...we should follow

From: Chuck White <chuck_at_advancerecruitment.com>
Date: Thu 08 Feb 2001 12:43:45 -0600

CARMEN PAULINO <clpsf_at_sirius.com> WROTE:
> CNet has not really come up with anything new. Enliven,
> Unicast, Solbright, and a number of other companies,
> including mine, have been offering these types of ads
> for two or three years now. While the benefits and uses
> are numerous and limited only by the imagination, the
> drawbacks have been (a) broadband issues; (b)

How true this all is. I started a web "service" years
ago, Javertising, that was going to take advantage of a
then emerging language called Java. It didn't take long
to realize that virtual machine issues made the
reliability of Java banner ads an impossible dream. But
it didn't stop me or my partners from maintaining the
site (www.javertising.com) or the assumption that rich
media would *eventually* play a big role in online
advertising.

But even worse than those technology problems is the
resistance rich media encounters. It's almost as if
people don't understand basic browser sniffing
techniques.

Carmen is right, rich media is here and has been
available for some time. The only way for it to gain a
real foothold is for online marketers to use it. And,
sorry, it means being willing to pay the freight. The
days of free web services are over. You won't get good
rich media without paying people to produce them.
Banner ads are stupid and ineffective. The future is
not only rich media, but database-enabled rich media.

If you're really interested in rich media, I recommend
visiting emerginginterest.com
(www.emerginginterest.com). I have no stake whatsoever
in this site, I should point out, but it's run by a
fellow who I think has a heck of a good understanding
and background in rich media advertising, Rich
McCloskey, and who is desperate to see it all come to
fruition. I disagree with him just a bit on his
position on standards, but who cares -- when it comes
to rich media advertising, he gets it and it's a great
forum.

Chuck White
Director, Creative and Product Development
ADVANCE Recruitment Advertising, Inc.
http://www.advancerecruitment.com
e-mail: chuck_at_advancerecruitment.com
Author, Mastering XML, Premium Edition
Sybex Books (May, 2001)





Received on Thu Feb 08 2001 - 12:43:45 CST