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MARKUS SCHNEIDER WROTE:
>Apart from text-based ads we shouldn_t forget that
>banner ads defintively are THE branding tool. They really
>may only work for that reason and should also be paid by
>advertisers for that reason.
Believe me, high-powered sites like Yahoo! and theglobe.com
are not worried about ad-blocking software. They've been
successfully offering major advertisers sponsorship
opportunities that are either actually interesting to users,
or at least not annoying, even as they're impossible to
ignore. For example, on Friday, Yahoo! put up two
mini-sites for Proctor & Gamble's Pampers and Pepto-Bismol,
and splashed Pringles all over their game site. (P&G is one
of the largest advertisers in the world and does mostly
brand advertising.)
Shameless plug: you can read my story on this at
http://www.adweek.com/iqinteractive
Neither are these advertisers looking for click-throughs.
They want (and are getting) email addresses of people who
give permission to be contacted personally.
I still think the right banner in the right place can work,
but I believe online branding has moved on.
Susan Kuchinskas
senior reporter
Adweek IQ
www.adweek.com
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Received on Thu Jul 15 1999 - 08:00:06 CDT
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