NONE: Re: ONLINE-ADS>> Banner Ads are Dead, Long Live Banner Ads
Re: ONLINE-ADS>> Banner Ads are Dead, Long Live Banner Ads
Kevin Leathers (kevin.leathers_at_obgyn.net)
Thu, 02 Oct 1997 16:46:45 -0500
Andrew Holloway wrote:
>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.
Keep one thing in mind, in 2001 the pie will be much larger than it is
now. 50% of 2001 internet advertising will be quite a bit, meaning total
banner purchases will increase greatly. 100% of what is being spent now
is still not much. It is only natural that new forms of promotion on the
net will surface and will all have their place.
I'll sure there will be other modes of promotion not even thought of yet
that will share that pie in 2001. Take Real Audio, they already found a
way to stream audio comercials mixed with content (C/NET, Addicted to
Noise and even when connected to radio station programs online), Real
Video is also doing this, but it fits. The commercials are much like
what you would get on a normal radio or TV program.
>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?
As for serving up a unique commercial every time someone clicks on a
hyperlink, I think the market will react to that fast enough. If you
have to watch 2 minutes of commercial on the way to a four click search,
people will not bother to use these services. The all present game of
balance between how much advertising can be mixed with content before
the audience shuts you out will prevail. I'm sure there is a figure an
advertiser could pay me to cram message after message down the throat of
our viewers, but I'm sure they and I would be greatly disapointed with
the results and decline in traffic that would come of it. Take the
current desire to take advantage of Internet technology by registering
and tracking all visitors, by requiring them to fill out extensive forms
inluding blood type and finger print. Most people don't go through the
bother, so unless they know they need what is on your site or get an
adequate opportunity to see what is there, they are very likely to leave
(we saw a 50% drop in traffic to a site that our parent company ran for
a government agency, when such a process was put in place). Until we can
enter the information once into our browser properties and simply click
one button to send this demographic information to a site will this be
effective.
As for my thought on 2001, I think we will be using the net in a very
different way. We will have digital TV's, the computer will be the main
brain controlling everything from the TV, stereo (music) , phone system,
what is now the VCR, as well as personal and business communications, we
will download much faster (cable, T1, satellite or something better) and
will have access to more and faster memory. We may very well access the
Internet as we know it through a screen in screen on our TV set while we
are watching programming (no more arguements while watching a Bulls game
about what year Michael Jordan took North Carolina to the National
Championship).
All in all, what fits will work. Banners and print type ads may work
best with text, where stand alone commercials may work best with audio
and video.
Kevin Leathers PH:(512)451-2842 FAX:(512)377-5626
Director, Sales & Marketing OBGYN.net <http://www.obgyn.net>
People with GREAT MINDS talk about IDEAS
People with AVERAGE MINDS talk about EVENTS
People with SIMPLE MINDS talk about OTHER PEOPLE
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