NONE: Re: ONLINE-ADS>> Mass Medium? Targeting?
Re: ONLINE-ADS>> Mass Medium? Targeting?
Mariah Betz (mbetz_at_mail.vrinteractive.com)
Wed, 24 Jun 1998 17:35:33 -0500
Regarding the article(s) by Steven Vonder Haar about banner ads and Web
site content, John Flint wrote:
><One person said a banner ad has to
>really be a major attention getter and relay a really
>amazing message to get him to look at it or click on it to
>take him away from the content of the particular site he
>is on at the time. Does an article in a newspaper or
>magazine need to be all of that to get you to look at it?
>No it doesn't.>
Yes, it does, John. Actually you were comparing apples to
oranges in the above sentence. What you should've said
was, "Does an ad in a newspaper or magazine need to be all
of that to get you to look at it?" Of course, the answer
is still the same, and please don't kid yourself. Yes,
people might "see" the banner or ad in the newspaper, but
if it's not compelling, entertaining or of specific
interest to them (think newly wed couple looking for
furniture sale) they will NOT read the contents of the ad
or the Web site the banner promotes. That is not to say,
however, that your name brand didn't leave an impression
in the reader's mind, but remember, an impression is not a
click.
I have to say that I agree with Mr. Haar on several
points. The first is that the majority of banner ads
simply aren't compelling to readers. I blame that both on
the shoddy creative seen on the majority of banner ads,
and on the format of the banner itself. I believe we as an
industry need to develop a completely different format of
advertising for the Web that goes far and beyond the
banner.
The second point I agree with is that Web site content is
getting better. We have better writers, better focus,
better organization and better entertainment on sites that
banner ads in many circumstances can't compete with. This
is bad news for banner advertising, but not for
advertising in general. Internet advertisers need to look
at what the successful content-driven sites are doing and
learn from them to get beyond the banner.
My comments here do not necessarily reflect the attitudes
or beliefs of VRi
Mariah Betz
icopywriter
Valentine Radford interactive
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