Re: UKNM: Mo' Banner Blues

[Ray Taylor]

Robin Edwards <

robinclockworx [dot] co [dot] uk

> said



>It is true - the stats do add up like that. However, modify a few variables and

>things may look a bit better (I'll come to an example in a minute).


<big snips both ends>


Robin is right to point out the complexities of creating effective banner

campaigns, more so the kind of sponsorship deals that Cait and others on

this list favour.


Why then do so many advertisers still want to do it themselves, without the

help of an online media agency? Media owners tell me maybe half of all web

advertising is booked direct. Granted there are few specialist online media

houses in the UK at present, but even so, some of the mixed web design and

media/marketing companies (I am told) do a good job too, as do the likes of

Modem Poppe and BMP Interaction (by reputation).


This year will see some big online media agency launches, perhaps from the

US. I for one will be glad to see it happen even though it means more

competition for my company, because I believe it will help UK advertisers

get away from the crummy DIY approach that many are still taking. How many

companies book their own TV advertising?


With �20 million pa being spent on web advertising in the UK, and rising

rapidly, isn't it about time that UK advertisers started to take web

advertising seriously and act professionally?


Ray Taylor NMC/Adplan

taylornmcadplan [dot] com

 +44 181 639 0015

www.nmcadplan.com


********************

UKNM is sponsored by Excite UK, visit us at http://www.excite.co.uk.

Email Khalil Ibrahimi

khalilexcitecorp [dot] com (mailto:khalilexcitecorp [dot] com)

 to advertise on Excite.

********************

Change your UKNM subscription use http://www.chinwag.com/uknm.html