NONE: Re: ONLINE-ADS>> Article needed: banner creative
Re: ONLINE-ADS>> Article needed: banner creative
Bob Serling (bserling_at_cts.com)
Wed, 2 Sep 1998 18:21:40 -0500 (CDT)
Scott Cohen was looking for a study on design elements that make
banner ads more successful. I'm not familiar with that study, but
smartclicks has a page called Best Banners that shows the top 10
banners for the day in terms of effectiveness. It's at
http://www.smartclicks.com/resources/best_banners.html
One thing you'll notice is that the "hot" look seems to be a
banner that emulates a Windows 98 choice box. But it's completely
phony - even though there appears to be multiple options, and
often a pull-down list, whatever you click always takes you
through to the advertiser's pitch. There are really no options
available.
Personally, though a web designer who I respect told me this look
outperforms others, I have my doubts. Effectiveness according to
smartclicks and many web designers is measured by how often these
banners are clicked. But I'm more interested in what the person
does after they click. Do they feel tricked or confused? If so,
you can kiss them good-bye.
Bob Serling
President
Stratford Marketing Group, Inc.
bob_at_bobserling.com
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