Re: ONLINE ADS>> branding with banner ads (and more)

Steven Heath (Steven_Heath_at_grey.net)
Fri, 13 Jun 1997 10:54:45 -0700

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I have been following the banner ad brand thread for a while now.

The whole matter of click thru rate dropping and "boring creative" and
talking about the pong banner ad etc is some what of a smoke screen that
is covering the real issues.

IMHO, the real issue is: What is the OBJECTIVE of the client?

We are in the middle of a fully intergrated advertising campign for the
largest credit union in Canada. Now this credit union only operates in
part of one province in Canada. The interactive/online protion of the
program is under 5% of the budget. Now to my point.

The program is outdoor, transit and billboard, in branch displays, radio
and some print, plus online. Now, the major objective is brand awareness
of the credit union and its products that are same or greater/better
level of than those of the "Big 5" Canadian banks and secondly to get people
to think about this credit union when thinking of non branch banking
requirements. (ie ATM, PC banking, telephone etc.)

Now, with 5% of the budget why in earth would I create a whole new brand
image? I need to complement the other 95% of the campaign not go at odds
with it. Also, CTR is under 2% for the ads but that is not the
vital part, its nice, but not job one. The top of mind awareness (read
BRANDING) generated by all these media type is high and guess what, they
are all saying the same thing, no matter what media is seen or heard!

Sure, we could have created a 'K00L' ad that was real vague and had a
higher CTR, but why, that would have defeated the whole branding element
and drawn people to the microsite that may not have even known what
biz my client is in. So what is the worth of that click, about the same as
lint
in my pocket...

So, in summary, using CTR as a base line for banner ads is like using HITS
to measure success of a website. Like the sayings goes hits is 'How Idiots
Track Success'.

Steven Heath
General Manager - Western Division
GreyInteractive Canada

Phone: (604) 687-1001 Email: Steven_Heath_at_grey.net
Web: http://www.grey.net

Canada's only complete Interactive Marketing Agency

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