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.
TO WHICH DANA ADAMS REPLIED:
>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.
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Forgive me Dana, but you miss the point. Banners are not
passive downloads as you imply. Advertisers are paying good
money to have them displayed. Of course the web is growing
and therefore traffic with it. But advertisers would soon
stop the growth in THEIR banner traffic if it was costing
cash that was not producing a return. Certainly in the case
of Safe we use our QV technology to let advertisers see
exactly the quality of visit produced from each site that is
hosting their banners so they know what they are paying for.
DANA ADAMS THEN WROTE:
>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.
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
As I said in my last post, it is horses for courses and in a
forthcoming campaign I am betting that there is synergy
between bits and atoms.
http://safe-audit.com +44181 346 0770 mailto:leo@safe-audit.com
26,000 member host sites and 250 Million impressions a month
QV sensors track the quality of visit and provide guaranteed results.
New partner program generates revenue for life
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Received on Fri Apr 30 1999 - 11:49:50 CDT
