Re: UKNM: RE: Conflicting Statistics

[Ray Taylor]

John Braithwaite <

JohnBGBGdirect [dot] com

> asked:


>Ray:

>Have you seen what they're saying at the bepaid.com site? They're slagging

>off banners - Outrageous! And it's not just you - but all of them - banners

>are failing the good people of this country. Rip off Britain! etc.


Nope! And I can't say that I'm interested. There's nothing new about the

"beyond the banner" debate. Jupiter Communications was doing conferences on

the subject several years ago, though not in these islands of course, which

apparently have only just woken up to the concept.


I can't believe that anybody with any sense would believe that online

advertising begins and ends with an animated 486x60 gif, anyway. So what's

news? Where's the debate?


The problem with online advertising as many people experience it is not down

to format, it is down to practice. People who know how to do online

advertising usually get good results. And I include many of our competitors

in this statement. People who know how to do TV advertising, design web

sites, run MIS departments, set up e-commerce stuff, manage an FMCG brand,

do lunches in smart restaurants, provide strategic consultancy, etc, etc,

etc, may or may not be able to produce a good campaign - who knows?


I know I have said it before, but I will say it again. The reason why many

online advertising campaigns crap out is that the person or agency

responsible for organising them is NOT QUALIFIED OR NOT EXPERIENCED at

online advertising.


I don't go to an accountant for legal advice. And I don't ask my lawyers to

do my accounts.


Ray Taylor



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