NONE: ONLINE-ADS>> Online banner adv - stinks!
ONLINE-ADS>> Online banner adv - stinks!
Ramon Ray (rayramon_at_nyfccs.com)
Sun, 20 Dec 1998 14:42:07 -0500
For the company that wants to get mass market or mega mega
knowledgable visits to its WEB site - Netscape's plan (see
below) is the way to go. Even spending $30 million on banner
advertising will not do it!!!!!!!!!
H O W E V E R - for the entrepreneurial, small business,
small budget person/site - the answer is to MAYBE
selectively use a banner ad or two. The the main things
should be surgically targetting ezines, developing your own
ezine for your own customers, etc, partnering with other
sites, etc.
This whold stupid notion of banner advertising, etc is
crazy. Yah, I use link exchange and do get some "hits" from
them (ok my banner is designed wrong - come on!), but the
best response comes from my partnerships with other sites,
etc.
T H E B A N N E R is dead. When we get FAST BANDWIDTH , not
this dinky little 33.6 modem, then I can see use for banners
of sorts.
I was in the shower last night and thinking what's the
difference between TV, Raiod and print - Guess what they
have forced captivation advertising.
Your watching NYPD Blud at 10:03pm, at 10:21pm a commercial
INTERUPTS the whole show - not in a corner of the show or on
the side - the whole image is replaced and you're not going
to get up cause you know in 30 seconds your show will be
back on so you watch the commerical. (also many commercials,
let's admit this - are interesting). - Most banners are the
same, tired old stuff (mainly because of bandwidth, but also
because no one listens to Nick Osborne (clickz guy) ).
Same with radio and same with print on page one is the
article about Larry Ellison failing to out do MS, and on
page 2 - 70 is the article about MS' line of products, then
on page 71 is the rest of the initial article. You have to
flip through each page of advertising to get to the content,
and while you are flipping you can't help but see the
ads!!!! (and yes you look at most of them - they interupt
you). Isn't that why a full page ad is more money than a 1/4
page ad!!!!!!
Yoyodyne has this principle in their campaing for Value
America, Dot.com and Fast Company. You get the article you
are very interested in, then you have to click on icon to
get to the next article, but before you can get to the next
article you see an ad (then click again to get to the
article) - this works. I can't even tell you one banner ad,
I remember.
----------
Netscape plans $30 million promotion
Netscape Communications Corp. (NSCP) Thursday said it's begun a
promotion for its Netcenter portal site that will cost an expected
$30 million. The company's first national advertising campaign
will use radio, television, and billboards. Internet sites
reaching 85 percent of Web users will also be included in the
spending. The advertising is aimed at Netcenter's target audience,
described as "educated masses," which includes approximately 30
million adults (ages 25-49) who are Internet savvy and college
educated, the company said.
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Ramon Ray - rayramon_at_nyfccs.com
Small business technology advocate, writer and consultant
Editor, Small Business Technology Report
++++++++++++++++++++++++++++++++++++++++
www.tiac.net/users/rayramon -
"Complete small business technology resources
for small biz owners, media and consultants"
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