Banner Up

With ROI ever-looming over CMOs shoulders, Mike Shields at Mediaweek slices and dices the varying discussions happening today on the effectiveness of online banner advertising.
Personally, I believe the problem with leaning too heavily on cost-per-click analysis, is the fact that banners can work for the brand without being clicked. Their presence is still there, being felt, like a print ad in a magazine.
Here’s what some others have to say:

  • Greg March, digital group director at Wieden+Kennedy, says, “Internet ads are small and out of the way. Advertisers want to deliver impact, and I don’t think the impact for these ads is always that strong.”
  • Carrie Frolich, managing director, digital media at MEC Interaction, believes display advertising’s greatest challenge is not the placements themselves—or even faulty brand metrics—but, rather, the medium’s fundamental economic model. “The industry is still focused on impressions as a currency,” she said. “People are not impressions.”
  • Vivek Shah, group digital president at Time Inc., agrees. “We have the ability, more than any other medium, to show who you reach, but we’ve sold placements on Web pages,” he said. “I would like to see a pricing model that is based on audience.”

Speaking of audience-based pricing, we have a pretty nice audience gathered here each day and we’d like to thank Talent Zoo for four years of rock solid display advertising business.
We’d also like to invite more sponsors.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.