Re: UKNM: Brand-building banners

[Zing!n Diary]

Interesting.


Many years ago (actually, about 6 months ago but it seems like years) I

wrote a post/rant on Revolution's Wall saying something similar following an

article in the magazine which claimed that banner ads didn`t work because

no-one clicked on them.


The post has long since vanished so I can't remember exactly what I said but

the gist was that click throughs were a ridiculous way to measure the

success of banner campaigns.


Imagine you were running an ad in a cinema. Would you consider it a failure

if no-one got up from their seat and immediately went to buy your product?

No you wouldn`t.


People who visit a site probably have a pretty good reason for being there.

Unless they've finished doing what they are doing they are not going to

leave no matter how good the banner is.


Banner ads can have great results in terms of raising brand awareness if

they're done right. I bought a Mach III razor the other month as a direct

result of seeing a Gillette banner but I didn`t click on the banner because

I was busy doing something else at the time.


Of course, this is all great news for the pay-per-click and affiliate banner

folk but not so good for site owners who are watching their banner rates

sink through the floor. We're lucky to have other revenue streams on Zingin

(our books, rebranded content etc) so advertising revenue is something of an

added bonus but I`m sure there are going to be plenty of other content sites

who will go to the wall simply because their space is under-valued.


Unless, of course, enough advertisers read the Iconocast article.


Just my rambling thoughts.


Paul


==


Paul Carr

Managing Editor


Zingin.com - The UK's finest internet guide.

http://www.zingin.com


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----- Original Message -----

From: Sam Michel <

samchinwag [dot] com

>

To: <

uknmchinwag [dot] com

>

Sent: Monday, November 13, 2000 6:38 PM

Subject: UKNM: Brand-building banners



> Not wishing to stir up a storm, oh, OK, maybe I am. I spotted this snippet

> in the recent edition of Iconocast:

>

> http://www.iconocast.com/dotcom/advertising/banner-effectiveness.html

>

> The premise of the article is that response rates i.e. click throughs for

> banner advertising are plummeting, but so are direct marketing campaigns.

> Their survey results point at banners being effective for brand building.

I

> know this has been a hot topic on the list before and since it's been a

> while, I thought I'd bring it up again.

>

> There's also a rather fun application where you can see what your banner

> would look like on leading search engines:

> http://www.banneradmuseum.com/Bannertest.html

>

> Will the banner ad continue to live? I seem to remember a great deal of

> umbrage being taken at buying banners, and an equal amount of energy spent

> defending them. They're still around and judging by the number of new

sales

> houses, exchanges, marketplaces the market looks as lively as ever.

>

> Any thoughts?

>

> Toodle Pip

>

> Sam

> ----------------------------------------------------------------------

>       Sam Michel, Chinwag - Internet Community

>

e: samchinwag [dot] com http://www.chinwag.com

>          t:07887 627 115 f: 07971 013 399

>

> Weekly round-up of uk-netmarketing discussion via email:

> http://www.chinwag.com/uk-netmarketing/roundup.shtml

> ----------------------------------------------------------------------



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