Re: Ad network support for 1/2 banners & buttons

From: Mike Vaughn <MikeV_at_800.com>
Date: Sun, 27 Jun 1999 13:36:41 -0500 (CDT)

JOE BARTLING WROTE:
> we have a couple of clients that use two 234X60 banners in
> the space of a 468X60. Needless to say, the price is higher
> (than one 468X60), as it involves us setting up "rich media"
> target tags.
>
> Over 1/2 of our sites in the network can run these types of
> ads.
>
> Our network sites like the ads because they look cool (and
> different), and the advertisers get more variety in what the
> end product side-by-side looks like. The aggregate
> click-thru is better than either 2 X a normal 234X 60, or 1
> "normal" 468X60.

I found myself laughing out loud with some of these
statements which must have been made by someone who's never
opened up PhotoShop before. "...they look cool (and
different)?!?" Ha. Good one. "Advertisers get more
variety?" Double Ha.

As an advertiser I would seriously question your charging
more for giving me HALF the space in which to convey my
message. I checked your site (and the sites you advertise
on) only to find the usual .gif and Java banners. There's
nothing "rich media" about it.

Second, no ad (either at 468x60 and especially 234x60) EVER
looks cool.

Forget about 1/2 banners and buttons. What about custom
sizes based on an individual web page's format. Think about
the overall experience on individual sites. The
standardization of the 486x60 banner type ads typically
benefits those selling the ad space... not the advertiser,
and certainly not the viewer. I would be interested in ads
that are well targeted (vs. a mass campaign) and reach the
target in an unobtrusive manner (designing to the site).
Isn't customization what the web is all about anyway?

Thanks,
Mike Vaughn
Creative Type

p.s. An Aggregate click-thru 2x of just about nothing
(0.15%) is STILL just about nothing (or 0.30% for those
counting).

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Received on Sun Jun 27 1999 - 16:48:32 CDT