ONLINE ADS>> Banner exposures should convey brand name

Herman Tumurcuoglu (hermant_at_microtec.net)
Tue, 10 Jun 1997 01:36:16 -0400

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Craig Swerdloff writes:

"With all of the problems calculating click through rates, why not just
measure performance based on total clicks? A high click-through rate is a
fair way of judging the effectiveness of targeting, however it does not
really do much in terms of selling product. What is really important is
the total number of people that a publisher has driven to an advertiser's
site."

I beg to differ. Effectiveness of advertising is much more complex then
number of people who click on a banner.

When I see poster of a sexy women with a CK t-shirt I don't go running to
buy one for my girlfriend. If I see it and take note of it, I may remember
to buy it at some later time when the opportunity presents itself. Exposure
is the bottom line. Impressions count for exposure, it is up to the
creative to insure that the banner conveys the brand name.

In my opinion, every banner should clearly display the destination URL or
at least the site name so that people viewing the ad can take note of it.
Some pages are information intensive and are not condusive to clicks... I
have found myself wanting to click on a banner but held back because I had
no time, I came to the site for a specific piece of information. I will
probably never see that ad again! It is important to reflect on what we
know from traditional advertising, some of the same principles apply to the
Web.

Herman Tumurcuoglu MAMMA
President and CEO, Mamma Systems Inc. THE MOTHER
OF ALL SEARCH ENGINES
http://www.mamma.com

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