Re: UKNM: Re: Banner ads

[Ray Taylor]

Andrew Broadhurst <

broady22hotmail [dot] com

> said:


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

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


Absolutely! A lot of advertisers treat online/offline media as entirely

separate entities when for dotcom advertising, integrated campaigns work

very well and for the reason you give:


> 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.


We are often asked to bid for budget against TV, print, etc. Rather than do

this we ask clients to be clear about who they are trying to reach and then

discuss the best way to reach them and get them to respond. Fact is, you

cannot click on a (analogue) TV ad, magazine, billboard.


Although I have been quoted in the press many times arguing for more dot-com

spend online and less on TV, etc, it does not follow that I think that

dot-coms should spend 100% of their budget online.


I think the best way to quantify the proper balance is to work on equivalent

volumes. So you want to recruit 100,000 new customers? Okay, how much does

it cost to reach them offline? How much online? Chances are that it will

cost most to get to them on TV and least online (if you use a good media

buying agency). So it follows that the budget for TV would be higher than

online, if you want to include TV in your strategy. But please, please,

please include online for the reasons given by Andrew. Online should be

considered the one essential medium for an online proposition, even if it

does not represent the majority of the spend.


And just remember that booking a few minutes of TV time does not establish a

brand, whatever your ad agency tells you.


This point has been discussed by myself and Direct Marketing expert Drayton

Bird in the following articles from, respectively, the Mail on Sunday, and

Marketing:


http://www.eyeconomy.com/news/news.pl?id=think&cnt=5

http://www.eyeconomy.com/news/news.pl?id=think&cnt=4


Going back to the issue of integration. That's mostly about getting a

comparable (but not identical) message across different media at the same

time in order to magnify the effect.


Then again, you could always take the view so often expressed in this list

that "banners are nasty, scummy, horrid and make our nice new web sites look

far too commercial......"


Taking an intelligent view on the subject is by no means compulsory.


Ray Taylor



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