Re: UKNM: Banner Ads

[Mike Down]

Agree totally.


As usual markets tend to swing wildly and overshoot from overtly positive to

overtly negative. Wasn't it IBM's head that estimated that the world market

for their computers was around 5 - because he could only think of 5

governments that could afford the price at which they could manufacture at

the time.


Banner advertising / site promotion in whatever form it takes will become

more targeted and more care will be made in targeting ad campaigns to site

content. To say that it is a dead loss at this stage in the market is taking

a very blinkered view.


What is at stake at this very early stage in the information age is that

those who manage to gain a foothold now will have a better chance of reaping

rewards in the future. I challenge ANY pundit to give me a fully reasoned

figure for what the online market will be worth in 10, 15 or 20  years and

get anywhere near close.


Let's face it most of the population in the world invest for retirement over

those sort of periods and most large companies have long term strategies.

The end results are not always known but there is very little choice - not

making the commitment to be "in" is effectively guaranteeing to be "out".


You might of guessed - I'm in for the long run ;-)


Cheers


Mike


-----Original Message-----

From: Russell Goldsmith <

russell [dot] goldsmithmarkettiers4dc [dot] com

>

To:

uknmchinwag [dot] com

 <

uknmchinwag [dot] com

>

Date: 13 December 2000 14:20

Subject: RE: UKNM: Banner Ads



>> -----Original Message-----

>

> From: Lucy Cokes (*\*) [lucyneutralize [dot] com (mailto:lucyneutralize [dot] com)]

>

>> I think you should mainly think of banner ads as being brand awareness

>> building only, as click through rates are normally very low, you would

>> certainly never expect any click through rate, let alone a

>> high one for a

>> run of network campaign, unless you had some extra-ordinary

>> creative or a

>> promise of cash funds for doing so!  Also most results from

>> people visiting

>> a site as a result of seeing the banner are not that traceable as many

>> people may visit a site as a result of seeing a banner at a

>> later date, but

>> may not necessarily click on the banner.

>>

>> The highest click rates we've managed are 7% (very high) but

>> that was highly

>> targeted and that is really the key if you want to a high response.

>

>

>Lucy, I don't see how you can say that banners should just be awareness

only

>given we've had cases of over 20% click-through.  At the end of the day, it

>simply depends on the overall objective, and then how you achieve that in

>your planning and execution.  For fear of repeating myself from a previous

>thread in this group - here's something I sent last week about

click-through

>vs awareness

>

>Awareness vs Clickthrough

>

>1. Awareness

>

>We set up Butterkist's sponsorship of www.popcorn.co.uk and none of the

>buttons, sponsor slots or banners that appear throughout the entire site,

>link away from the site - infact, butterkist dont even have their own web

>site - yet, here is a quote from their brand manager


[Sam says: msg chopped, see:

http://www.chinwag.com/uk-netmarketing/archive/archive-dec-2000/msg00254.sht

ml]



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