RE: UKNM: Re: Banner ads

[Tony Newland]

My ha'penny worth for today.

In my (admittedly) limited experience  there are a number of things that

have to be taken into account with any banner campaign.

1) Demogrpahics WRT targeting.


2) Site placements and the fit with these demographics. (All v basic

stuff..)


3) Creative:

There seems to be a philosophy with a lot of campaigns that one size fits

all, that is the same creative can legitimately go into a number of

different portals/sites and expect the same results. I think that this is a

mistake. Considering that the web is made up of communities who have

different interests etc I believe that any successful banner campaign must

take this into account and appeal to the interests of the *community* being

target as well as the demogrpahic. The Bra ad highlited by a certain Mr

Tester ;-) is a prime example, although this has more to do with product

than the creative.


An example of a good one (from my own site of course....never let it be said

that I pass up a chance at self promotion.) is a blue chip co. incorporating

a rainbow flag (I work for a gay content site) into the creative. Click

throughs soared.


The same thing could be done for things like football sites, a womens portal

etc could equally with a bit of imagination deliver higher results, or at

least cut wastage. Yes it costs more in terms of banner design etc but it is

more cost effective in terms of cost per click. Synergy taken to the

consumer level. "You like football...we like football, click on our lovely

football orientated creative..." OK so this wouldn't necessarily work for a

product totally unrelated to football...but it might. Anyone done any

studies into this?


4) Motivation:

Much has been made out of the fact that online advertising is interactive

rather than the passively watching TV etc i.e. you have to make an effort to

avoid watching TV ads by switching to another channel. Banners which give

people a reason to click on them (other than being linked through to a site

that has fab products etc and great fulfillment...but of course) should

surely have a higher CTR than ones that don't I read a report that banners

with the words "Click here" got a bigger response than ones that didn't

(anyone help here?) as they provided an instruction. No-one does something

for nothing, especially when it is costing them time.


A lot of campaigns don't at the moment appear to be doing a some of these,

and are rather just splurged out at as many eyes as feasibly possible in the

grand old traditions of mass marketing. Banner advertising should act like a

Saville Row Taylor and measure the user's/site's particular size and foibles

(hoho) before making the suit. Haute couture for the digital age. Fab.


Phew, glad that's over.

Anyone want to give a mouthy 25yr old ad manager a job in an

agency/marketing role where I can really get my teeth into this brave new

world?


ATB


Tony


> Tony Newland

> Advertising & Sponsorship Manager

> Rainbow Network Plc

> phone: 0207 278 1105

> fax: 0207 713 7732

> web: http://www.rainbownetwork.com

>

> Any opinions expressed in this message are those of the author only and do

not necessarily represent the views of RAINBOW NETWORK PLC.


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

From: Andrew Broadhurst [

broady22hotmail [dot] com (mailto:broady22hotmail [dot] com)

]

Sent: 29 September 2000 11:36

To:

uk-netmarketingmail [dot] chinwag [dot] com

Subject: UKNM: Re: Banner ads



The discussion about how good / bad banner advertising seems to be focused

on the banner ad as a separate part of a marketing plan. Banner ads have

there own positives and negatives, but it is more of the question of how

they are used and what the objectives are for using them. There seems to be

comment on online media planners / buyers not being as effective as they

could be, but little suggestion on how they could be more effective. Thought

this might open further discussion.


IMHO I believe that banner ads used within the context of an integrated

marketing campaign will be as effective as they ever can be.


Consider this, traditional advertising can be used for the brand building of

an e-business, yet it works in a different 'space' to that of where the

consumer will actually be able to get to the site. The consumer will take in

the ad but will be unable to respond to it. They will go away and probably

not think about it next time they are online.


Subliminally the consumer will have made a mental note of the ad and next

time the consumer is online they see banner ad in front of them reinforcing

what they have already seen - then action (click through) may take place.


Probably not ground breaking stuff, but does anyone have their opinion on

how banner ads can be used more effectively?


Best Regards


Andrew


project director

andrew broadhurst

broady22hotmail [dot] com

Tel(Mobile): 07971 212726



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