Why Banner Ads No Longer Engage


	Why Banner Ads No Longer Engage

iCoastal Net Designs

6-8-2009 3:44 PM

55 views

tags:

banner advertising, banner ads, internet marketing

iCoastal Net Designs says:

Seems pretty obvious, but people always stick with the easiest possible solution. but why should your ad deliveries and formats change with the segmenting market.

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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/5e3ccc28-55cc-4bc2-bae5-c06ace2c85c7/16C2128B-662E-4D63-88DC-4A592188EE52/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://www.adweek.com/aw/content_display/news/agency/e3iedade07084ff1159a7bf6b9768dd36b8" href="http://www.adweek.com/aw/content_display/news/agency/e3iedade07084ff1159a7bf6b9768dd36b8" style="font-size: 11px;">www.adweek.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.adweek.com/aw/content_display/news/agency/e3iedade07084ff1159a7bf6b9768dd36b8"><H3 class="lg">Thinking Beyond the Online Banner</H3></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.adweek.com/aw/content_display/news/agency/e3iedade07084ff1159a7bf6b9768dd36b8"><DIV>
The crisis of confidence in the banner comes nearly seven years
after the industry settled on a set of standard formats. At the
time, the Interactive Advertising Bureau's "universal ad package"
was seen as a critical step forward in attracting ad dollars to the
Web. Yet the flip side of standardization is commoditization:
banners became interchangeable and are often sold like "pork
bellies," in then-Yahoo ad sales chief Wenda Harris Millard's
famous formulation. What's more, users have trained themselves to
ignore ad units on the periphery. A .5 percent click-through rate
is judged a resounding success.</DIV></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.adweek.com/aw/content_display/news/agency/e3iedade07084ff1159a7bf6b9768dd36b8">The response rates in online social media have, in many cases, been
even lower. There isn't much lingering over content on a site like
Facebook or Twitter.</blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;">&nbsp;</td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/16C2128B-662E-4D63-88DC-4A592188EE52/blog/" title="blog or email this clip"><img src="http://content7.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>

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