NONE: Re: ONLINE-ADS>> Should we pack our bags?
Re: ONLINE-ADS>> Should we pack our bags?
Pat McCarthy (ice_at_iceweb.com)
Tue, 1 Jul 1997 02:51:58 -0700 (PDT)
>On Fri, 27 Jun 1997 15:25:58, Aric Boyles wrote:
>
>>
>>Home Shopping's Diller: Online advertising doomed
>>
>>"Home Shopping Network chief Barry Diller believes Internet advertising is
>>not likely to be around very long. In a conversation with USA Today
>
>I'm not sure I know what Mr. Diller is referring to. The internet in some
>part *is* advertising and at the same time a thing *to* advertise. The
>advertising that most proliferates online is in the form of banners
>advertising advertising. He may be right in predicting that end.
Good point. Banners aren't dead yet, but people are definitely looking for
other ways to advertise.
>What will likely happen is that advertising on the Net will change when the
>"Invisible Hand" slaps the advertiser upside and indicates "The ROI for
>banner ads is not good, look for different avenues". The Hand also warns of
>the danger of the Web turning into "Banner Gulch"
Exactly. In marketing our advertising program (which has nothing to do
with banners) we've found that many advertisers and ad agencies are stuck
in thinking that banners are the only option for advertising web sites.
Many also seemed unhappy with banners which has made them think that
advertising their web site is a waste of time and money. It's too bad this
type of thing has happened. We are not against banners at all, but being
single-minded about it isn't going to help anybody.
The web is turning into "Banner Gulch" slowly but surely. I go back to old
sites I used to frequent that were banner free and now are filled with
banners. In fact, many sites seem to be "banner happy" with all kinds of
banners from paying advertisers and banner networks. It really gives me a
feeling of overkill when I visit these sites and as a consumer I'm very
turned off.
>Where internet advertising should and will flourish is in traditional
>media. Just watch Mr. Diller push his URL on the original HSN to see what
>he really thinks of internet advertising.
Traditional media has always been powerful, and people will never read it.
I haven't stopped reading magazines and newspapers, stopped watching TV, or
stopped listening to the radio since I started using the web. I may spend
less time doing all that, but I enjoy all those other things for unique
purposes, and I'll continue to believe that Internet advertising will
flourish in those mediums.
>It's not going to end, but it is going to change, don't pack yet...
>
My suitcase isn't even out!
========================================================================
Pat McCarthy
Online Director - WebLink Express - http://www.weblinkexpress.com/
online_at_weblinkexpress.com
Drive consumers to your web site with WebLink Express
(541) 343-0322
