NONE: Re: ONLINE-ADS>> Creative
Re: ONLINE-ADS>> Creative
Alan Ferguson (alan_at_5line.com)
Mon, 9 Jun 1997 19:12:56 -0700
I'm new to this list and while I would like more time to lurk and learn,
the above has challenged me to write from this creatives' view.
I have been at the helm of a start-up design/creative firm since 1982, and
involved in internet marketing since late 1995. My view is that banner
advertising on the web is just not the answer creatives want to discuss.
The issue is painful for the creatives I know who take a dim view of the
subject, as do my technical aquaintances. As a matter of fact I don't know
anyone who uses the internet who likes or responds to banners.
Designing effective, tasteful graphics is a real challenge given the
limitations of the medium, and that's considering the whole site. The
visual real estate you have to provide for banners screws everything up for
the site designer and the banner designer, who are now enemies. From my
view banners irritate, and with the *technical tricks* even more so. The
exception to this view is the PONG game from HP, great use of the space.
Some sites seem to be ideal for banners, and the site usually defers to the
banner for the design focus (see http://yahoo.com), this works. In
addition, the viewer is in the mode to find things, they're *searching* for
something. Most sites either can't handle the banner without butchering
the look, or are an entire banner, and look like a fully equipped Swiss
Army knife.
The most effective internet banner advertising is delivering a visual link
that relates to a subject searched, tricks, and spiffy graphics aside, that
will encourage the highest CTR.
Commercial web sites are meant to be a lot of things; directories, full
page ads, brochures, catalogs, sell sheets, brochettes, or just fancy
business cards. Cross-corporate ad vehicles they're not. Imagine getting
your L.L. Bean catalog in the mail with a neon colored sticker on it
advertising something else for someone else, yeah right.
Sorry folks. but you asked. The internet isn't like magazine space, banners
need to be on the cover, preferrably top and bottom, according to Mark
Grimes http://www.eyescream.com tips for web advertising, that limits
everyone.
Again, my view is that the banner medium has it's spots, it's just not on
the vast majority of web sites that offer it (travel around and see all the
space that's available, it's pathetic). Give the people a well designed web
site that works with *all* browsers, give them a reason to be there, give
them something and they'll find you and tell they're friends and most
importantly, come back and do business.
I believe a solution will emerge when the banners shrink to icons and more
companies bent on internet advertising will instead sponser entire sites
exclusively, till then, designing for the web does not compare to print or
any of the other traditional media in quality and effectiveness.
just another .02
Alan
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Alan Ferguson -- designer, photographer, webslave
5line Communications
alan_at_5line.com http://5line.com 510 988 9393
Internet advertising in the local market -- SF East Bay area
business directory http://creekwalk.com
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