Tuesday June 20, 2006
Tuesday June 20, 2006
a certain similarity to newspapers obituaries – the wording doesn’t change the ultimate
message – they are dead. But the new generation is ready to take over. The conversion rates for banners fluctuate between
0.02% and 1% for the best performing ads. Probably the
sheer volume of served ads? -uh?. Tell that to Google. We have become so accustomed to seeing banner
ads [specially those big tops] that many internet users have tuned them out completely
as one more item cluttering the page. How about targeting the customer's online alter egos.
I can see
the appeal of banner ads. You design it once and post it everywhere – but let’s
leave that to Java and programmers - they know how to do it properly. Ads need to be engaging and relevant to the visitor and
targeted in a fashion that you can track the ROI and be accountable for the
impact your campaign has in your audience.
I am eager to see a combination of banner ads with personalized content - sort of what Yahoo has been doing with its new home page in other pages that are on the verge of over-cluttering their home pages.
“It’s how we use information that distinguishes us, not so much how we use standard hardware or system software.” - Peter Burris