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To defend banner advertising: Everyone loathes them, but they work DigitalNext.
Last weekend the New York Times printed a celebrity front page of "The Fall of The Banner Ad" to mark the twentieth birthday of the much-decorated series. As Farhad Manjoo put it, banner ad sales are "one of the most errant and damaging technology of the web era. 19 years ago, next Monday, my True North banner ad house launched its first banner advertisements for US West.
As I recall, an IT man at the briefing presented the idea of hitting the desk with his hand and saying, "The Web should not be used for advertising"! But I will not be arguing against Mr. Manjoo's overallized aesthetical observation about web site overloads. Continuing to create and run on-line signage (including the casual banner) as an integrated part of every multi-channel marketing effort.
Running tens of thousands of millions of ad impressions, we know that displays are sound "importers" of brands' message and also act as "influencers". A lot of people have said that they ignore a banner and it is inoperative. Over and over again we see the impact of the banner. Once we quit using banner advertising for customers, we saw how much less and less customer demand, searching and converting.
About a year after the expiration of the innovation "to be online" it began with the nasal dipping. One of the things that a good use of analytic tools shows is the importance of responsibly using analytic tools is the part played by advertisements on-line on the road to converting, whether the converted ad is a website visitor, leads, sales, donations or other actions. Better than "Punch the Monkey" or "Singles In Your Area" commercials on any page.
Everyone hate commercials. Like any other type of advertisement, banner ad can be convincing or repulsive. I am sick and tired of experts pronouncing the patients corpse without taking the trouble to examine the heart rate beforehand. Till then, the banner will live.
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