RE: UKNM:Creativity

[Andrew Warner-Education]

In terms of the great banner debate surely the starting points should be

your campaign objectives, who you want to reach and then a consideration of

the most effective media to achieve your objectives within the budget

available?  Internet Track research suggests that search engine

listings/keywords, links from high traffic sites, offline advertising and

press coverage all rank higher than banners among UK users for finding out

about web sites- though banners are by no means insignificant  with 43% of

people saying they have learnt of sites by clicking on them.

Banners are one way of driving web site traffic, but the most creative

banner in the world won't work unless it is in the right place, at the right

time with the right message and is a campaign that is targetted at the sort

of people who would click on banners in the first place- and if you don't

have the people/money/skills foir decent creative then even they won't

click.  I've seen some fantastic banner campaigns that have worked really

well, but my experience is that doing banners on a wing and a prayer can be

more damaging to an online brand than not doing them at all.  Many would

find their time better spent concentrating on good search engine listings,

links and partner deals.


Andy

andrew [dot] warnerbbc [dot] co [dot] uk (mailto:andrew [dot] warnerbbc [dot] co [dot] uk)

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