Re: ONLINE-ADS>> Why did ads evolve into banners

Al Bredenberg (ab_at_copywriter.com)
Fri, 5 Dec 1997 09:12:30 -0500

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Kam Zardouzian <kamz_at_matchlogic.com> 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.

I just came across an Oct. 7 release from the Internet
Advertising Bureau reporting 2nd quarter 1997 Web advertising
revenues. The report makes this interesting statement:

"While banners remain the predominant ad vehicle, the survey
found that sponsorship of online content increased notably,
capturing 41 percent of the total revenues. Banner advertising
accounted for 54 percent of the total."

Although banners are highly visible, they're not by any means
the only form of advertising out there.

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Al Bredenberg - consultant, writer, copywriter
COPYWRITER.COM - Internet and Web copy specialists, Web creative
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