NONE: Re: ONLINE-ADS>> Why did ads evolve into banners
Re: ONLINE-ADS>> Why did ads evolve into banners
Steve Kruse (skruse_at_pacbell.net)
Thu, 4 Dec 1997 23:13:12 -0800
The point is well taken that advertising on the Web is still evolving -
from text, to some graphics, to jumping gif's. When you look at it
practically, the majority of the sites on the Web are merely one big
advertisement or promotional vehicle. A banner is simply a means to get
them to the site.
There simply is not enough space or time to get a real message across in a
banner, unless you are a known company or product that can afford the
branding exercise. I am always amazed when a publisher sells me $15,000 in
banner advertising space and tries to convince me it is a good deal due to
all the views their site/page receives. If I ran a print ad the same size
as the banner in a printed magazine of the same circulation and did not get
results, the same ad rep would tell me I need to run a full-page ad in
order to effectively get my message across.
Until streaming media comes of age and bandwidth gets to the point where
TV-like commercial messages are viable, advertisers must do with the means
provided to them. And, it either works or it doesn't. I do not measure my
advertising dollars in clickthroughs, I measure them in bottom-line return
either in sales or exposure.
Personally, I think the Web is the most promising marketing vehicle of our
age. If a marketing campaign is well thought out and executed, it is more
cost effective than broadcast, print, or direct mail.
Steve Kruse
Senior Vice President
Atomic3D, Inc.
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