NONE: Re: ONLINE-ADS>> Mass Medium? Targeting?
Re: ONLINE-ADS>> Mass Medium? Targeting?
Coyne, Dave (DCoyne_at_cnc.com)
Mon, 29 Jun 1998 08:45:11 -0400
Commenting on the decline in banner clickthrough rates, Mariah Betz
wrote:
>>...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 death of the banner has been predicted for over 2 years now. Why is
it still around? Answer: because it serves a useful purpose! It is the
ONLY online advertising vehicle that lends itself to traditional,
broad-based repping and placement because it possesses characteristics
of a commodity (sizes, prices). These make it possible for a
DoubleClick or Narrowline or AdKnowledge to exist. The (admittedly)
more engaging and creative online vehicles such as the brilliant Seattle
Times/REI weather forecast sponsorship are too customized to lend
themselves to the masses of websites or advertisers. Furthermore,
banners follow an already accepted model of user behavior, i.e., the
newspaper model. People don't mind advertising content sharing space
with editorial on a page, unlike pop-up interstitials, which hindsight
confirms web users do not view as related to the TV advertising model.
There are and will continue to be numerous online ad vehicles, but the
trusty banner will continue to be the workhorse of web advertising for a
long while.
+++++++++++++++++++++++++++++++++++++++++++++++++++
Dave Coyne : dcoyne_at_cnc.com
Internet Advertising Director : (781) 433-8229 phone
Community Newspaper Company : (781) 433-7888 fax
254 Second Avenue, Needham, MA 02194
Recognized by Editor & Publisher as the best community newspaper on the
Web! Check-out http://www.townonline.com
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