Re: Ads down

From: Leo Sheiner <leo_at_netcomuk.co.uk>
Date: Tue, 27 Apr 1999 06:56:38 -0500 (CDT)

RAMON RAY <RAYRAMON_at_NYFCCS.COM> WRITES:
>The writing is on the wall ladies and gentleman - how many
>times must study after study show this present model is
>dumb, dying and dead. Yes, I know there are two sides to
>every story...however, if it doesn't fit, you must acquit!
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Ramon quotes the article AD BANNERS TO DECLINE IN
IMPORTANCE. It beats me how people quote articles as if they
were the tablets containing ultimate truths about how the
Internet is going to develop. If I had a dollar bill for
every hyped up article that proved absolutely wrong I would
be able to retire. First off the Net is too large,
amorphous, dynamic and subject to technological changes for
anyone to make confident predictions. But leaving that aside
let us examine this particular prediction.

Ever since banners started people have been whining about
their limitations and the lack of bandwidth. Granted Banners
are far from perfect and that many promotional models on the
net can be more suitable in many circumstances.
Nevertheless, banners still get the largest amount of
dollars. Basically if you want volume and reach on the
Internet there isn't a real alternative to banners at the
moment. I would not dispute that in many circumstance
sponsorship and embedded text can be far more effective, but
if you want to reach many millions of people trying to do
that with sponsorship can be daunting.

I can say from first hand experience that the reported
demise or decline of the banner is premature. The banner
traffic we are delivering on our network has increased 20%
month on month every single month for the last 23 months.
250 Million impressions a month comes to serious money. Our
advertisers are clever people who measure the results of
their campaigns. So why do they keep spending more money
with us if there are better alternatives? It may be that
there will be better alternatives to banners. We have some
very interesting innovations under development. Nothing
stands still on the Internet. But I am willing to bet that
banners are still likely to be be taking the biggest share
of promotional spend a year from now.

The way banners are delivered, the technology and the
content may be very different a year from now. Indeed I hope
they will be otherwise we are wasting a lot of development
dollars <g>. But one way or another there is not really an
alternative technology in sight yet that can do what banners
do.


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Received on Tue Apr 27 1999 - 07:48:21 CDT