NONE: Re: ONLINE-ADS>> Banner Ads and Highway Robbery
Re: ONLINE-ADS>> Banner Ads and Highway Robbery
Nick Robertshaw (bignick_at_clark.net)
Thu, 23 Jan 1997 11:46:49 -0400
>One exposure does now appear to have the most effect, certainly
>in the grocery market, and by effect I mean demonstrable effect
>on purchase behaviour. Therefore the findings for the Net (using
>clickthru as a surrogate for advertising effectiveness) are
>consistent with our latest findings for conventional media.
>
>
Delurking after many edifying months...
This leads to a better understanding of the media. Online advertising does
seem to be more like point-of-sale display advertising in that familiarity
causes it to be ignored and the prospect is not looking for it in the first
place.
Online advertising is less like print advertising which demands repetition
to impress itself on the prospect and to be findable by the prospect to
help support a product choice. Websites may be a better analog for print
advertising in this regard.
Online advertising has a problem with becoming more like TV advertising
while so little bandwidth can be allocated to its delivery. A lame banner
can take up as much of the prospect's time as a TV spot but at least the TV
watcher is given something to do (watch the commercial) whereas the net
browser is being prevented from doing what he presumably wants while he
waits for the banner to load and can only pass the time by picking out his
navel lint. This may be ok for candy bars and pizza's but it seems to make
the banner a pretty bad buy for a business-to-business sell. Add to that
the paucity of sites that offer to deliver impressions only to target
audiences (ignoring certain niches such as sexually-oriented material) and
the problem is compounded.
Right now, I'm having a hard time finding any good ways to spend my
customer's money on online advertising.
Nick Robertshaw (301) 694 8604 (w)
Frederick MD, (301) 694 8820 (h)
ParaGlyph Marketing and Communications Services
************ See What We Can Imagine *****************
>>>>>>>>>> http://www.geocities.com/SoHo/4846 <<<<<<<<<<<<<<
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