NONE: Re: ONLINE-ADS>> Article needed: banner creative
Re: ONLINE-ADS>> Article needed: banner creative
Mark Welch (MarkWelch_at_MarkWelch.com)
Thu, 3 Sep 1998 21:55:01 -0500 (CDT)
At 06:21 PM 9/2/98 -0500, Bob Serling wrote:
>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?
My understanding is that these banners -- which I generally call
"system" banners because they mimick a Windows (or Macintosh)
error message box -- do generate much higher clickthrough rates
than other banners (this is certainly true at my site), but the
"conversion rates" are much lower than average. The other variant
is the "survey" or "poll" banner, which shows two or more options
(agree/disagree, etc.), but which is actually just a static banner.
The real issue, for each advertiser, is whether the benefit of the
higher clickthrough rate is retained after adjusting for a lower
"conversion" rate (lower sales, or poor depth or persistence at
the destination site), also keeping in mind the potential for
"negative branding" (visitors who are irritated and associate your
brand with their unhappy experience).
Finally, a new tactic is to move the "deceptive system banner"
lower on the page and/or to adjust the size so it looks even more
like a system option or error box, and less like a banner. I would
not want to risk the negative branding effect of this kind of
"extra boost."
-- Mark J. Welch mailto:nospam_at_markwelch.com
-- Web Advertising http://www.markwelch.com/bannerad/
-- Web Ad Discussion Lists http://www.markwelch.com/lists.htm
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