Re: UKNM: the absurd economics of the net

[manou]

Look at it this way, we all know that banner ads can be intrusive, and

boring as hell.  But stop and think for a sec - the Internet and banner

advertising is still relatively a new concept when you compare it with

traditional communications channels.  If we were exposed to dull,

unimaginative and humourless pitches on the telly or the radio that did

very little except pitch products with nary a thought to creativity - then

we would also label such advertising as 'sucking the big one'.  But that's

not the case...is it?  TV and radio advertising have evolved over the years

to be entertaining as well as informative.  People watch the Superbowl ads

because they are well produced and creative.  Obviously ads need to be

engaging - and I will bet you that when technology will lend itself to

creating banner ads that are captivating, more interactive than they are

now and above all...creative, things will be different.  We have already

come a long way...so it may not be long before we start seeing well

produced banner

 ads using streamed video, sound, intresting storyboards etc.  Perhaps if

the quality improved as opposed to the quantity - we would realise better

responses to banner ads.  Bottomline; advertising...get creative...


Tim wrote;


| A truly brilliant idea. One could, of course just send them the ten cents

and ask them to look at the banner. In fact buy.com are already doing this

(selling products at a loss and collecting ad revenue at the site). I'd do

it myself if it wasn't for one thing....How the Hell do you ensure that the

banners are read?

Which brings me back to my favourite rant. BANNERS JUST SUCK.This points up

the fundamental paradox in banner and old media

advertising. It's just carpet bombing with the brand - just random

yelling of product qualities to a largely uninterested public.

Old and New Media MUST learn that sales come through ENGAGING with the

consumer.

|

This is the most incredibly instructive thought experiment. It shows

that we can't see the flaw in this obviously foolish scheme BECAUSE

WE'RE NOT THINKING BEYOND THE CURRENT PARADIGM.

|

Advertising - Get Over It.

|

T



Manou Marzban

Director of Marketing - BiblioTech

0171 460 4647

email:

manoupostmaster [dot] co [dot] uk

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