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Old 03-19-2002, 01:33 AM   #22
europeforvisitors
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Join Date: Mar 2002
Location: USA
Posts: 4
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I think banners will be more interactive and, hopefully, more entertaining. So many of us are used to scanning webpages and visually blocking out the banners out of habit. Once online advertising becomes more engaging and captivating, their CTR's will raise and hence their effective will rise as well.
I think the real reason for low banner success (whether defined by percentage of clickthroughs or by user awareness) has less to do with the creative product than with relevance of the ads. When I see ads for a "Windows Casino" on an About.com travel site, or if I get a Orbitz pop-under when I'm reading about cars at NewYorkTimes.com, I can't help wondering why more advertisers aren't taking advantage of obviously ad-hungry publishers by purchasing targeted banners, skyscrapers, or pop-unders in what is obviously a buyer's market.
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