RE: UKNM: Banner Ads (was Search Engines)

[Deborah Bonello]

I know this is a rather old strand now, but felt that I have to get my two

pence worth in.


I think only banner advertising done badly is poor advertising - as in any

other medium. The major problem with the bad rep it has got is that it HAS

been done badly - so it's all very well for everyone to point the finger and

say it's crap but it's because a large chunk of agencies, advertisers and

publisher's just ain't doing it right - and a lot of people in the new media

agency industry will agree with me on this.


banner advertising is by now means as crap and useless as some of the latest

TV branding campaigns which we have seen from the likes of Breathe.com

(pretty, but what the fuck?) and Smartgroups (haha, yeah I kiss you too but

what the hell are you banging on about?).


Why is it that 90 per cent of online ad revenue went through only ten web

sites last year according to PWC? - no, not because there are only ten sites

worth advertising on but because a lot of online planners simply can't be

arsed to a) educate themselves about the right way to plan online  - I mean

the principals are pretty much the same - be in the right place at the right

time


or


b)to look around for niche, innovative sites and stop scatter-gunning the

likes of Lycos and Excite - isn't that just the same as buying a poster

campaign which is on your advertiser's ceo's way to work rather than

beecause of its target audience?


I don't think banner ads look pikey or ruin a site - to be honest seeing

some advertising on the site is a good sign that it is doing something right

and not about to go down the pan.


Come on then if you think you're hard enough.


Deborah Bonello

New Media Editor

Campaign-i

174 Hammersmith Road,

London,

W6 7JP

0208 267 4894



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