I have seen lots of discussion going on about success
and failure of various pricing models, but I'm yet to
see a discussion on the actual buddy - the banner. Why
and how does a banner design/text/color affect the CTR?
Is not the banner design a part of online advertising?
I think it is of primordial significance. What I make
of it is, surfers stopped clicking on them because
they grew boring, dumb and desperate, and too much in
quantity.
Bad advertising-creativity is equally blamable for negative
conditions. Let there be some good banners and see the
difference.
An online greeting cards company has approached one of my clients
and offered to make a banner for him and put it on their site.
The amount they are charging is shamefully low, but that's not
the issue. The dodos didn't know what my client meant when he
said his message should look good on a 468 x 60 banner. They
didn't know the standard banner size is this. And they are making
the banner for him.
And what does my client tell me on the phone? "Amrit, they are
going to put an entire paragraph of 30 words on the banner -
isn't it a good deal?"
Luckily I convinced him to restrict them to a concise, 5-6
worded, eye-catching message. So this is the scenario. I already
know how much traffic my client is going to get, but since he
didn't ask me initially, I'm not interfering much.
Amrit
Web Site Development - http://www.bytesworth.com
Copywriting and Copy Editing - http://www.amrithallan.com
Received on Mon Dec 10 2001 - 11:13:49 CST
