NONE: Re: ONLINE-ADS>> Why did ads evolve into banners
Re: ONLINE-ADS>> Why did ads evolve into banners
Joel Shellman (tou_at_tou.com)
Thu, 04 Dec 1997 15:08:13 -0800
Kam Zardouzian wrote:
>
> I've got a question. Why did ads evolve into banners? I recently heard
> of an advertising campaign using simple Alt Text-like hyperlink, instead
> of a "normal" graphical banner, which achieved a 6% clickthrough. Why
> have banners evolved as THE way to implement advertising and why has the
> industry adopted it without looking at alternative methods of reaching
> the end goal--end goal being reaching your audience with your message
> and not focusing entirely on part of the delivery vehicle.
Considering that originally the WWW was text--a graphic banner would have been
extremely eye catching.
Another reason is the simple fact that it is much easier to vary what image will
show up than vary what text will show up. Most people do not have access to SSI
or even cgi that would allow them to do this. Link exchange programs would be
difficult to do without using images (though we are working on a text
exchange). In other words, its the limitations of HTML.
All this said, the fact is that the internet community has used all manner of
methods besides banners for advertising. This is especially apparent by lurking
on this list for a while. Banners are not THE way to implement
advertising--they may be the easiest or most accessible way, though.
Considering the millions of home pages out there--there aren't too many
alternatives for them. If you are considering the larger sites, again, the
larger sites are turning to many alternative methods besides the banner.
Joel Shellman
Internet traffic Exchange
http://trafficexchange.tou.com/
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