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Subject: Re: UKNM: The invisible banner?
From: Matteo Berlucchi
Date: Thu, 4 Mar 1999 07:05:45 GMT

Talking about using banners for brand awareness, I recently came up with the idea (about to be launched tomorrow on the Alliance & Leicester website
http://www.aandl.com/) of non-clickable banners.

It may seem a stupid idea but there was some thinking behind it:

1. A & L site generates around 250,000 impressions a month.
2. They wanted to have something to offer their money-back credit card partners
(Interflora, BT, Vodafone, etc.)
3. They liked the idea of carrying third party banners but didn't like the idea
of losing traffic.

So, I came up with the "non-clickable-banner": awareness banners that are sold
to strategic partners at a very competitive rate (generally �5 CPM). These
banners are exactly like bill-boards and the underlying concept is that because
only 1%-5% of people click on them, you just concentrate on the other 95%-99%
who don't and design a banner which is thought out to be "display" only and not
"click through".

The first non clickable banners will be launched tomorrow or the day after.

Matteo
--
Matteo Berlucchi
Head of Marketing Hyperlink plc
8 Upper Saint Martin's Lane Covent Garden, London, WC2H 9DL
Tel +44(0)171 240 8121 Fax +44(0)171 240 8098
email matteoathyperlink [dot] com www.hyperlink.com

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Replies
  Re: UKNM: The invisible banner?, Tim Hayward
  Re: UKNM: The invisible banner?, Paul Douglas

Replies
  UKNM: The invisible banner?, Robin Edwards

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