RE: UKNM: Brand-building banners

[Marcus Exall]

You wrote:


'the reason i hate banners so much is that they delay me getting the

information i went to the web page to see, and therefore represent an

invariably negative brand experience. it's as simple az`s that for me.'


This only the case with some of the old ad-serving solutions that use

javascript.  Most ad solutions nowadays do not delay the loading of a page

at all - the loading of the ad and page are totally independent.


The delay of the page loading is more likely to do with other factors such

as bandwidth, location of server, size of page files/images and references

to external javascript.


Regards


Marcus





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

From:

ownerchinwag [dot] com

 [

ownerchinwag [dot] com]On">mailto:ownerchinwag [dot] com]On

 Behalf Of Felix

Velarde

Sent: 15 November 2000 14:07

To:

uk-netmarketingchinwag [dot] com

Cc:

uknmchinwag [dot] com

Subject: Re: UKNM: Brand-building banners




At 6:38 pm +0000 on 13/11/00, Sam Michel wrote:


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


woohoo!


>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.


At 6:54 pm +0000 14/11/00, Zing!n Diary wrote:


>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.


i think i wrote recently [there just has to be a word for that

slightly wanky sensation of referring to one's own rhetoric!] that

that's the equivalent of saying junk mail works just as effectively

as you're binning it as it does if you're opening it. banners tend to

be designed to encourage traffic as they intrinsically cannot contain

enough information to persuade.


At 9:28 am +0000 15/11/00, Ray Taylor wrote:


>However, if the main aim is to build brand,

>creativity is even more important than direct response campaigns. And in

>many cases this may mean abandoning banners and/or making better use of

>other formats in combination.


one of the big problems with banners is that indeed, they would have

to be exceptional to work; but clients do not want to pay for the

amount of creativity that such a standard necessitates. which means

that as a rule of thumb banners seem to be crap. i cannot imagine a

circumstance where i would not recommend using (forgive the plug)

underwired.com to generate a viral campaign or an on-line pr campaign

with the entirety of the budget, so in that respect i (duck) agree

with one of ray's points.


although it does have to be said that i thoroughly enjoyed the

hewlett-packard 'pong' banner of 1996, even though i've never bought

an hp product myself, nor varied my (high) opinion of the brand.


At 6:54 pm +0000 14/11/00, Zing!n Diary wrote:


>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.


the reason i hate banners so much is that they delay me getting the

information i went to the web page to see, and therefore represent an

invariably negative brand experience. it's as simple az`s that for me.


>I look forward to a good

>old-fashioned blood bath next year.


started. look at zentropy, razorfish, icon et al - anyone not in

profit best brace themselves...


>But why do we keep going back to this tedious issue of attacking or

>defending banners?


because sam gets his kicks seeing us throw easy custard pies. have a

very nice day :)


felix

--


Felix Velarde, CEO, Head New Media     office  + 44 (0)20 7737 7579

http://www.head-newmedia.com            mobile  + 44 (0)777 557 2000



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