ONLINE-ADS>> Tying banners to location and time

rhoy_at_tenagra.com
Tue, 29 Jul 1997 17:06:04 -0500 (CDT)

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Hey all,

I was surfing around looking for stories for this week's Ad Bytes when I
ran across this one in Forbes.

Webvertising
http://www.forbes.com/tool/html/97/july/untethered0728/web.htm

They quote a guy from the MarCom Awards saying that two key things must be
in place prior to online advertising taking off. Targeting was the first
one, which I would agree with. The second one, however, didn't seem to make
any sense to me. This person said:

"...having the same ads at any time of day is absurd--and would mean that
beer ads would appear during children's morning hours if television were
run the same way."

Basically, he is suggesting that banner ads be shown during certain times,
depending on what the banners are advertising. This seems asinine to me. In
television, content is tied to a timetable. It makes sense there. You go to
your TV at certain times to see certain content. This isn't the case on the
web, however.

The only situation where timed ads make sense on the web would be if you
were promoting time-sensitive content, like an event or a breaking news
story.

What does everyone else think?

richard
moderator

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