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NONE: Re: ONLINE ADS>> Creative
Re: ONLINE ADS>> Creative
Chris Bertchie (chrisb_at_townhall.com)
Thu, 12 Jun 1997 11:15:24 +0000
Alan writes:
"Banner advertising to support sites is not a viable business model
now (Yahoo excluded) and will not be in the future."
You gotta love such absolute certainty. "Banners as a viable
business model" sounds to me like "10-sec spots as a vbm" or "1/6
page units as a vbm". Banners on their own aren't the only
component in a business model based on advertising support.
Banners, advertiser-sponsored content, site/sponsor
collaborations, paid links in a directory-type site, interstitials
(hate the thought, but if they offer something appropriate to the
site focus, users may find them useful instead of HORRIBLY annoying),
email updates, direct mail or email lists, etc. can generate revenue.
I think some sites have, or can provide, an environment that works
with banners - some sites are better "branding" vehicles while others
are better at producing results for direct-response campaigns.
Right now, few companies really know what they want from their web
presence... as they figure it out, there will be more business of
SOME type to go around, and who knows how web-savvy consumers will
act in the future?
Chris Bertchie,Advertising Director
TOWN HALL (townhall.com)
214 Massachusetts Avenue, N.E.
Washington, DC 20002
Phone: 202-608-6019 Fax: 202-544-7330
Email: chrisb_at_townhall.com
The democratic process gets wired at townhall.com!
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