LEO SHEINER WROTE:
> 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.
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
It could be argued that this growth is not in banner
efficacy but rather a rising tide lifts all boats vis a vis
increases in general net traffic. Banner ads are not chosen,
they simply accompany the download of content from their
host site. If you increase the number of visitors you
increase the number of ads served - this does not
necessarily correlate into an increase in effectiveness.
I think it is too early to predict the demise of banner ads,
but I also think that the jury is still out on the
effectiveness of bits when compared to equal dollars spent
on atoms. Perhaps they can be synergistic.
--
dana adams - creative director
http://www.studiowerks.com
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Received on Wed Apr 28 1999 - 06:54:37 CDT
