NONE: re: ONLINE-ADS>> Banner Creative Control
re: ONLINE-ADS>> Banner Creative Control
Anita Spigulis (anita_spigulis_at_trinitynet.com)
08 Apr 97 12:30:09 +0000
Tracy,
While I am sympathetic to your concern about "junking up" your site, you
cannot control the look of advertiser banners if you are charging for them
(if they are free or "bartered" that's another story). Many companies have
created banners based on experimentation -- by testing enough banners, you
learn what increases your CTR. Banners should reflect the brand
positioning present in all other forms of communications (advertising,
collateral, even letterhead) so that a unified brand personality is
presented to potential customers. If a company's logo is magenta, it
should remain magenta on the banner, even though it clashes with your site.
This isn't your call. Finally, potential advertisers are purchasing
banners on your site because of the content and the audience it draws.
While pleasing graphics can enhance a user's experience, it is the content
that really draws them in and keeps them coming back. If your content is
solid and fresh, I don't believe you will turn users away by including a
few banners that don't share the same graphics appeal.
Anita Spigulis
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