Re: UKNM: The invisible banner?

[jim smith]

At 11:05 pm +0000 on 2/3/99 you said:

>>Just a thought for the weekend (unless Sam's already vanished).

>>

>>There's been some healthy debate about banners over the last week or so, and

>>I'd like to start some more, or at least garner some opinions!

>>

>>Although not perfect for measuring effectiveness, CTR seems to be our

>>current

>>best bet. But with typical CTR's of 2-5 percent,

>

>Viewing a ban ad is one thing, clicking through is another.

>What do you think is the average CTR to sale ratio?



precisely


2% is a good direct mail response - but most of those people will convert

to sales.


just getting a 2% click-through is, well, a little opaque in what it

actually means.


banners do not work on the internet. full stop. the model is all wrong. you

are wasting your time. it is *not*, repeat *not* a traditional publishing

medium. advertising doesn't work on the internet, at least not in the way

that banner-ad companies think it does.


driving traffic to a site that then goes on to sell via sponsorship or

association or direct is one thing - and it's so much more efficient to

take that banner money and put it into decent PR coverage than it is to

splatter cheesy animated GIFs around sites that appear to match your brand

values. using banners to build brands does not.


by trying to drag 19th-century attitudes into a 20th century medium you are

merely hindering its development and hastening your own ossification into

fossil curios.



--//--------------------------------------------------------------------

jim smith -

jimflenser [dot] co [dot] uk

  -  http://www.flenser.co.uk  0961 319040

everything has been said, provided words do not change their meanings or

meanings their words                                         -- alpha 60 

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