UKNM: Re: Brand-building banners

[Richard Johnson]

you wrote:


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.


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.



felix

- --


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

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



with the greatest of respect,


Bollocks, Felix.


Take an example.  Asserta home's banner ad featuring the execrable Denis.  Do you think they're expecting you to see the banner, think "Oh yes, I must buy a house today" and click-through?


Banner ads are just another part of the mix; their effectiveness in direct response campaigns may be uncertain, but they can surely be used to build the brand.  But it's just one of many tools in the bag, to be used when appropriate.


best wishes


=========================================

Richard Johnson

Business Development Manager

MediaWorks Corporate Communications Ltd

11 Lisbon Square

Leeds

LS1 4LY


mob:  077-20286861

tel:  0113-399-3000

fax:           3001

ISDN:          3003

www.mediaworksccl.com



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