Re: ONLINE-ADS>> ads vs. content

Fundspot (Info_at_Fundspot.com)
Mon, 2 Mar 1998 22:04:15 -0500

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Lara Edge <spiney_at_cnnt03.scripps.com> wrote:

>Currently, we run house ads that link to content areas of our site and some
>feel that this is misleading to users when those house ads are rotating in
>revenue-generating spots. Therefore, we're trying to determine if we need a
>policy that separates the two. But the last thing we want to do is alienate
>our advertisers.

Do your users care? Have you noticed a large exit rate from the sites that
the ads lead them to? Do you use Alt Tags saying "Check out OUR SITE's NEW
Section!"?

Does your ad copy indicate that the place that they would go to is within
your site?

More importantly, do your advertisers care? They should. If people get
conditioned to clicking on banners that go within your site, they might not
click on an advertiser's banner, because they think it takes them within
your site. I don't think your advertisers want "Advertisement" stamped on
their banner. Every banner, inherently, is a banner, unless it is subtlety
blended into your content. Then it's a "Bannertorial". (hey, I like that)

You may want to adopt the "ZD Net" method of using intrasite buttons,
instead of/in addition to banners. I have no idea what your site is, since
you didn't include your URL.

Just my immediate thoughts.

Regards,

Peter Stoermer
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