Re: ONLINE-ADS>> P&G/branding

Ali Partovi (apartovi_at_linkexchange.com)
Fri, 4 Sep 1998 16:25:41 -0500 (CDT)

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Jim Meskauskas wrote:

> A banner is not great for branding. It can be used to build some
> awareness, depending upon your target (yes, there is a difference),
> but you'd be hard pressed to build much of a brand without more
> communicative action than that of a banner.

Whether you call it "branding" or "awareness," one thing people often
underestimate is that banners can deliver a message to people (and
influence their behavior) even if they don't click.

At LinkExchange, we reserve some of our banner space and our tremendous
consumer reach to advertise our own services. We get thousands of new
customers signing up every day.

While only 15% of our new signups are people who directly clicked on a
banner and signed up, about 85% OF ALL OUR NEW CUSTOMERS tell us that they
heard about us through our banner ads.

If we only used the click-throughs to measure the value and effectiveness
of our banner advertising, we'd be under-valuing it by a factor of five.

Regards,

Ali Partovi
Buy advertising on LinkExchange. #3 in reach behind AOL and Yahoo!
http://www.linkexchange.com

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