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

From: Patrick Murphy <Murfnbish_at_aol.com>
Date: Tue, 6 Jul 1999 17:24:08 -0500 (CDT)

MIKE VAUGHN WROTE:
>Forget about 1/2 banners and buttons. What about custom
>sizes based on an individual web page's format...
>Isn't customization what the web is all about anyway?

Mike, you raise an excellent issue. Yes, the Web is about
customization. But it's also about standardization (or
what's HTML?).

Ads have gotten standardized because agencies got tired of
footing the costs of customizing creative to each site's
idiosyncratic specs. Lack of standards was a tremendous
disincentive to sales, so publishers went along with it (see
the Internet Advertising Bureau's site at www.iab.net for a
complete discussion of the issues).

Creative types like yourself can do what creative types have
always done: be creative within the conventions of the
form. Thus, poets are creative within meter, and painters
are creative within frame. (OK, some break with meter and
frame for effect, but that only reinforces their
significance.)

Creative types on the Web can get off by working on
advertorials and sponsorships, where ad and edit are
integrated to some greater or lesser degree. Minisites
created for advertisers offer all kinds of creative
challenges. Hie thee to a shop that does this kind of work
if you feel too constrained by banners and buttons.

Patrick Murphy
VP, Homeline
New York

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Received on Tue Jul 06 1999 - 19:28:00 CDT