Re: What's the basic issue?

From: Jim Meskauskas <jimm_at_mediasmithinc.com>
Date: Fri, 19 Mar 1999 14:33:06 -0600 (CST)

SHARON FREY WROTE:
> My own illustrative surveys of my audiences tell: 1) they
> generally ignore "click me, click me" banners, 2) are
> frustrated when a banner ad that catches their attention is
> replaced before they can think through the consequences of
> clicking, 3) and really hate the pop up windows and I mean
> really hate.
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Though most of this post confused me, as it vacillated from
pitch to point, the above caught my eye.

1) It has been my experience in the 3+ years I've been
buying and planning online media that banners identifying
themselves with the 'click here' call to action on average
consistently outperform those that do not.

2) Sure, but this is a design issue, not a banner issue.
Either the site needs to allow for more loops or the banner
needs to be built with them.

3) Of course they do. And viewers hate it when, just as
Angela Lansbury is about to reveal who the culprit is, the
Network breaks for commercial. But that's subsidized
viewing for you. Everyone says they hate pop-ups, but those
kinds of ad units continue to beat CTR averages.

Jim Meskauskas, Sr. Media Planner
MEDIASMITH
jimm_at_mediasmithinc.com
555 De Haro St., Suite 360
San Francisco, CA 94107
Phone: 415-252-9339x230
Fax: 415-252-9854
www.mediasmithinc.com




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Received on Fri Mar 19 1999 - 15:12:46 CST