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Subject: Re: UKNM: Mo' Banner Blues
From: Ray Taylor
Date: Thu, 11 Mar 1999 10:47:29 GMT

Robin Edwards <robinatclockworx [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 tayloratnmcadplan [dot] com +44 181 639 0015

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  Re: UKNM: Mo' Banner Blues, jim smith
  Re: UKNM: Mo' Banner Blues, Deborah Loth

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