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NONE: ONLINE-ADS>> Banners, Interstitials and Media Planners
ONLINE-ADS>> Banners, Interstitials and Media Planners
Mick Cunningham (mick_at_guardian.co.uk)
Mon, 19 May 1997 13:14:38 +0100
Hello all,
I have been following the recent discussions on web advertising - where to
place banners, to interstitialise or not interstitialise and whether the
world needs media planners. Apologies for not joining this thread sooner,
its about two weeks old, but I've been that busy. The thing that struck me
in the mails on these subjects was the paucity of creativity in online
advertising, surely we should be looking beyond the banner to otherways in
which our clients can reach our audiences.
Laura Mitrovich said, amongst other things
>Publishers have been quite vocal in
>their refusal to support the risk associated with advertising creative.
>Publishers are in the business of providing content, not in creating
>compelling banner advertisements. They do not want to assume the
>responsibility for a creative not pulling users, and thus, not causing
>click-throughs.
This is not always the case. My colleagues and I, at the new media lab of
the Guardian newspaper in London have developed advertising for the
Whitbread Beer Company within our magazine Shift Control
http://www.shiftcontrol.com. Their brands are either integrated into the
editorial of Shift Control, sponsoring certain sections or simply
advertising, but not with a banner. In each case we have integrated their
brand message into the magazine's design. Whitbread's advertising agency,
Motive, could not have done this without our willingness to involve them in
the creative process. In doing so we have created compelling and
entertaining advertising that fits well and doesn't alienate our readers.
In the quantitative research we have done readers have commented on how
they actually like the advertising, something we found unbelievable but
gratifying.
My point is that publishers, advertising agencies, clients and even media
buyers should accept that we all have to work together to create
interesting, effective advertising for our readers. The divisions inherent
in the advertising process of the established media do not currently apply
to new media. To focus on differing functions so early on in the web's
development doesn't seem to aid the creation of interesting, effective web
advertising, without which, the web will take a very different route to the
one that we, as publishers, are hoping for.
Regards,
Mick
New Media Commercial Researcher
The Guardian & The Observer
3 - 7 Ray Street, London EC1R 3DJ
Tel: + 44 (0)171 713 4466
Fax: + 44 (0)171 713 4447
http://www.guardian.co.uk
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