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NONE: ONLINE-ADS>> Interactive Banner Ads
ONLINE-ADS>> Interactive Banner Ads
Stephen Arbuthnot (sarbuth_at_hkstratfin.com)
Mon, 30 Jun 1997 17:15:31 +0300
Given Jupiter Communicationsí recently released study about the future
of online advertising ("Banners and Beyond"), I'm interested in learning
about the new "interactive" banners, i.e. those banner ads that can
provide interactivity with the user, without taking him off the original
content site.
One of the major benefits of such an interactive banner is the
capability to track a user's interaction with it - what he clicked on, in
what order, etc. This has the potential to provide powerful market
research information for the advertiser.
My question, then, is who will push for this type of
interactive/trackable banner technology? The advertisers, ad agencies,
third-party market research firms, or the Web content providers? And
how will the cost of this new technology be passed on to the
advertisersówho will pay for it? Finally, who will be responsible for
compiling and reporting (and selling) the information to advertisers?
Stephen Arbuthnot
sarbuth_at_hkstratfin.com
HK Strategy & Finance, Ltd.
Raíanana, Israel
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