Re: Full Online Ads List Archive now online

From: Miki Dzugan <mdzugan_at_roi-web.com>
Date: Tue 09 Jan 2007 21:58:04 -0600

Cliff Kurtzman wrote:

>What does the collective intelligence of this list suggest? What
>would you do if it was your site?

Cliff,

I am baffled that online banner advertising persists in using print
media style of banner advertising rather than actually creating html ads
(except for the text ads, which generally work better than banners). I
don't mean trying to imitate TV by adding animation, I mean banner ads
that actually do something useful toward moving the prospect toward a
result.

Some of the most effective advertising is simply placing a search form
as the search engines do. That works for retail sites, also, as Amazon
can attest.

Banner ad creative thought seems to lean toward getting attention and
clicked on rather than providing a useful service to the viewer. For
example, we do PPC for a company that needs to know the prospect's zip
code before they can present exactly the service set that they have for
the prospect's area. Their banner ads say essentially, come to our site
and find out the services available in your area. Clicking on the ad
brings the visitor to the home page, where they are told what a great
company this is, then they must click on a sign up now link that takes
them to a page that reassures them, yes, this is a great company and at
that point the visitor must enter their zip code to find out the
services in their area.

Now, I repeat, banner advertising is not what our company does, but it
seems to me that the zip code form should be right on the banner ad,
then the visitor can land on a page that speaks to the service package
that is available to them. By the way, the search ads are doing very
well for this company and the banners not well at all, but I think that
is typical for online advertising.

Why am I telling you this? Perhaps your readership would be willing to
advertise on your site if you offered the opportunity for some creative
thinking in ads - an advertising playpen as it were. Another idea is to
create a classifieds section down the right column instead of the banners.
--

Miki Dzugan

Rapport Online Inc
Internet marketing for results, that's ROI.

http://www.roi-web.com

 





Received on Tue Jan 09 2007 - 21:58:04 CST