Re: UKNM: online ad tolerance collapsing

[Ray Taylor]

From: Ross Sleight <

Ross [dot] SleightBMPINTERACTION [dot] com

>


>We should aim for accountability and high targeting capabilities, and rely

>on synergy with other offline marketing activity to provide the brand

>awareness and brand perception changing stuff.


Perhaps I have misunderstood Ross's argument, but it seems to me he is

saying that you cannot build brand on the internet - an argument many of the

established ad agencies have been touting for the last couple of years, ever

since they realised they had lost the argument that "you can't use the

internet for advertising."


There is huge untapped potential for using the Internet creatively in

marketing communications. But we are still wrestling with the basics, so

nobody really bothers with the clever ground-breaking stuff. Why then do so

many leading figures in the industry keep telling us that "you can't do

this", "you can't do that" when it hasn't really been tried yet?


I repeat a point I have often made. You _can_ advertise product sales

online, you _can_ build brand awareness online, you can do just about

anything you can do with other communications media. You can do all of these

things with or without other media, depending on the requirements of the

campaign. You can do all of the things they said you couldn't do with

commercial TV in the first few years of its existence, before the industry

started to grow up. But you have to know _how_ and even the best and most

experienced online marketers have only scratched the surface so far.


Research only ever proves the obvious. But then the obvious sometimes needs

proving. So banners have been around long enough that people (in the US)

have got bored of seeing them and often don't see them? Surprise, surprise.


If banner awareness declines, then that can only be good effect. CTRs will

drop, so CPMs will follow, so the banner market becomes more of a commodity,

and easier to use for sales and traffic building (the mass of online

communications requirements for the next few years at least). This will

provide a great incentive for online media owners to sharpen up their act

when it comes to their media offering. And it will also provide a good

opportunity for the best online agencies and advertisers to find new ways to


build brand and sell product online.


Ray Taylor

NMC/Adplan +44 181 639 0015


www.nmcadplan.com

Our reputation is built on results


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