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NONE: ONLINE-ADS>> Banner Ads are Dead, Long Live Banner Ads
ONLINE-ADS>> Banner Ads are Dead, Long Live Banner Ads
Holloway, Andrew (aholloway_at_cliqnow.com)
Thu, 2 Oct 1997 15:05:11 -0400
Recently in the press, there have been many articles that debate the
effectiveness of banner advertising. With the increase of "rich media"
banners (Java, HTML and Enliven), many experts have predicted it won't
be long before interstitals takeover. According to the press, many
advertisers are just waiting for the rise of interstitials to enter the
online advertising arena. Jupiter Communications predicts that by the
year 2001, only 50 percent of online ad budgets will go to purchasing
banners, down from 80 percent currently. I suggest that Jupiter is
wrong; interstital advertising will not keep pace with banner
advertising by well into the next century. The reason is dependent on
the nature of the Web. The Web, despite its inefficiencies, is the most
effective and streamlined way to collect information. We use the Web,
because its easy, its complete and its fun. Where else can you find a
clip of Homer Simpson's "D'oh" 24 hours a day? Part of the fun is that
it is accessible at any time. Now in a world of interstital ads, what
if you wanted to find that audio clip? You go to your search engine.
You are served one 15 second interstital ad. You search for "Homer
Simpson" and "D'oh" and you are served another 15 second ad. You go to
the Homer Simpson homepage; you are served another interstital ad. You
click on the audio clip itself and you are served another ad. You've
already waited a long time. Now what if your search was less defined?
Banners ads, especially interactive banners ads, will always offer an
exciting alternative to interstitals. They're cheaper to produce and
they do not obstruct the path a user takes through the Web. Don't get
me wrong, interstitial ads on Don't Know Jack are great. But what
happens when a user is moving from environment to environment? The
number of interstitals ads can't controlled and a user can be
overwhelmed. On the other hand, interactive banner ads can collect
vital information from a user without disrupting the user's normal path.
Even better, the user does not even have to leave the site to make a
purchase, register or do whatever the ad banner asks them. Ad banners
will be the mainstay of interactive advertising for a long time to come.
What do people think, will interstitals replace ad banners by 50% by the
year 2001?
~~~~~~~~~~~~~~~~
Andrew Holloway
Research Director
CLIQNOW! Sales Group
tel-212.301.8903
fax-212.301.8901
aholloway_at_cliqnow.com
http://www.cliqnow.com
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