NONE: Re: ONLINE ADS>> Creative+
Re: ONLINE ADS>> Creative+
Alan Ferguson (alan_at_5line.com)
Thu, 12 Jun 1997 21:25:39 -0700
Chris replied:
>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.
Please let me clarify, I didn't say there weren't any other ways to
advertise, I just said banners, which I rank with interstitials on your
list.
> Banners, advertiser-sponsored content, site/sponsor
>collaborations, paid links in a directory-type site, interstitials
>email updates, direct mail or email lists, etc. can generate revenue.
Banner ads are at odds with the others you mention that tend by their
purpose to exclude banners. If you run a directory-type site (as we do)
with paid links you can *feature* no banners, with all the bad press those
not-so-savvy surfers won't touch them, but the cryptic branding works!.
Site/sponsor types will also exclude the escape route banners provide from
some expensive sites. Likewise advertiser-sponsored sites for the same
reason. Take a look at Sarah Dirks' Dental Bytes Webzine
http://www.dentalbytes.com, it works (she says), no banners. Hat's off to
you Sarah (but a *dental* site in the top 5%? - that's amazing).
>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?
Others have stressed brandings' value being underestimated, I agree. Take
all those dollars that go to banners and distribute it among hundreds or
thousands of smaller sites that proudly features "Sponsored By" logos with
links and you've got a better way. The great part is it's still the link to
the advertisers site, you just didn't visually offend them to show it. Some
very valuable and interesting sites likely will not be there without
something like it.
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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