Re: UKNM: Non-clickable banners

[Matteo Berlucchi]

Ray taylor wrote:


"But rather than lose the link and cause all that button finger 

frustration, why not hit an obvious compromise and provide a link to a 

single page hosted on the same site? That way you allow the partner to 

provide as much information about their services as possible, and you 

give people who want to click and find more somewhere to go without 

losing them."


Yes. This is certenly a possibility. The problem with that is that it becomes

something different from a non clickable banner (NCB). The main idea behind the

NCB is that it acts exactly like a bill-board on the M4. If you start linking

"advertising spaces" to the banner you end up distracting the user and here we

come to what Philip Rooke wrote:


"If losing traffic through ads is a problem, you must have poor content.  If

you have poor content, you probably have poor brand values and therefore are

not worth advertising on in the first place."


Or, I would add, your site is not a "content" site but simply a financial site

that tries to get people to apply for a loan online and does not care (rightly

so) about traffic retention as Alliance & Leicester is not exaclty in the

"entrateining" business.


The NCB idea is in response of poor ctr campaigns and of the fact that at the

end of the day only 1% (3% on Carlton) of your visitors will click on the

bannner.


Also, A&L spends quite a lot of money to get people to come to their site to

apply for a financial product and they are not particularly happy about having

very visitors distracted by "clickable" banners.


I am not against clickable banners, but I believe that the NCB solution is a

completly different proposition.


Matteo


-- 

Matteo Berlucchi

Head of Marketing                 Hyperlink plc

8 Upper Saint Martin's Lane       Covent Garden, London, WC2H 9DL

Tel +44(0)171 240 8121            Fax +44(0)171 240 8098

email

matteohyperlink [dot] com

        www.hyperlink.com


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