Re: ONLINE-ADS>> Banner ads and Highway Robbery

Steve Roth (72260.3100_at_CompuServe.COM)
24 Jan 97 13:18:03 EST

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Archive Home Page
• Search
• Next message: rhoy_at_tenagra.com: "ONLINE-ADS>> Ad Bytes / January 25, 1997 / issue 3"
• Previous message: Sean Pfister: "Re: ONLINE-ADS>> Auditing Discussion Lists"

>>From what they've posted at http://www.hotwired.com/brandstudy/ I don't
>think they proved anything at all.

I must agree. I have yet to see the complete study, but from the summary
I'd say that the conclusions are remarkably self-serving. Likewise the
recent HotWired articles on web advertising.

http://www.hotwired.com/wired/4.12/advertising/index.html
http://www.hotwired.com/wired/4.12/banner/index.html

They all seem designed to promulgate the
"response-doesn't-matter-just-buy-tonnage" approach that some agencies
are prone to.

I have no doubt that banners can build brand effectively, which is what
the study seems to say. However, David Yoder demonstrated pretty
conclusively in his presentation at Web Advertising '96 that banners
can't build brand *cost-*effectively.

http://www.thunderlizard.com/dwnld_handout.html#wa96

Steve
----------------------------------------------------------------------
Steve Roth sroth_at_thunderlizard.com
Thunder Lizard Productions Voice: 800/221-3806
Web Advertising '97 o April 21-22 o Monterey, California

----------------------------------------------------------------------

-------------------------------------------------------------------------
This week's Online Advertising Discussion List sponsor:

Free Subscription to Larry Chase's Web Digest For Marketers. A bi-weekly
email report, containing 25 brief reviews of marketing oriented sites.

http://wdfm.com
-------------------------------------------------------------------------

Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com

• Archive Home Page
• Search
• Next message: rhoy_at_tenagra.com: "ONLINE-ADS>> Ad Bytes / January 25, 1997 / issue 3"
• Previous message: Sean Pfister: "Re: ONLINE-ADS>> Auditing Discussion Lists"

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.