ONLINE-ADS>> Content of Online Advertisements

Chuck White (chuckw_at_javertising.com)
Thu, 24 Apr 1997 17:32:42 -0700

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> Upon browsing through the online archives, I noticed that one of the
> topics seemingly left off is that of the content/richness of online ads.
> So many of the current online ads are simple logos, prices or "lures" to
> the home site, that a lot of the creativity that has appeared in print
and
> television advertising has been left out by the online media.
>
> I was wondering if anyone here had any comments on this secondary
> discourse of advertising - the cultural messages portrayed, the gender
> issues, etc. I guess I'm wondering when we're going to see the Calvin
> Klein style ads online, or if the restriction to banner sizes and e-mail
> signatures is just too constraining for real creativity and thought
> provocation.

Let us all pray together now, over this vast land called cyberspace, that
those horrid, greasy, skinny teenagers with too much dirt under their
armpits never, ever show up on-line.

As to the more general topic of when creativity will appear on the web, I
suspect it will appear when clients are ready and willing to pay for it.
Few major companies, outside of the computer industry, are spending the
kind of money that fuels the growth of creative ad agencies. As companies
figure out, by becoming involved in discussion groups like this, how to
measure on-line ad spending, their on-line budgets will increase. And yes,
banners are limiting, but not as limiting as people who create bad ones say
they are.

Chuck White
chuckw_at_javertising.com
http://www.javertising.com
"The Hottest Ads on Earth."

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