RE: UKNM: Creativity

[Elizabeth Van Couvering]

Just on this topic and to continue a rant I was on a bit earlier today (for

those of you who were at the DoubleClick seminar, sorry).


IMHO, you get what you measure for.  There is a good argument to suggest

that click-through alone should not be the measure of a banner campaign,

unless you want to go whole-hog toward the direct marketing route -- you

know, the ads look cheap, but people send back the coupons!  I'm attaching

(horror, an attachment) an Excite US banner which I personally think is an

example of this wrong-headed strategy.


When are we going to come up with strategies that measure brand impact as

well as cost-per-click?  What would such a measurement platform look like?


E.


Elizabeth Van Couvering, Analyst

Jupiter Communications * 10/11 St Martins Court, London W1R 5LE

e

elizabethjup [dot] com

 | t +44 171 539 7912 | w http://www.jup.com/


Wear your mind on your sleeve.


Felix Velarde wrote:

<snip>


> A few years ago we did some banners for Snickers. It took the

> creative team at the client's ad agency nine days to come up with

> copy for six ads based on pages we'd written and designed for the web

> site. It then took us around a week to design, produce and get the

> ads approved. (You can see them if you're interested at

> http://www.head-case.com/banners/). They were bloody expensive. But

> they got a click-through rate of (ave) 4.6%.

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