ComputerSavvy The Battle for Your Eyeballs

June 2001
by Reid Goldsborough

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A battle is raging between those who feel Internet users should control their own time online and those trying to wrest that control away. The battlefield is advertising.

The Web can be an ideal medium for putting your message out, with its space flexibility and multimedia possibilities. But new developments in Web advertising are making it an equally ideal medium for putting your foot in your mouth. The following is an account on the state of advertising on the Web.

Banner Ad Response Disappointing

The Web standard for enticing people to visit your site is the “banner ad,” the typically small, rectangular box that Web sites place on other Web sites. It’s the banner ad that allows the bulk of the Web to be free, just as the TV commercial allows network television to be free.

Banner ads, however, have come under criticism for failing to deliver the promised eyeballs. Fewer people click through banner ads to the promoter’s own Web site. According to “The State of Internet Advertising,” a report issued recently by market research company AdRelevance at http://www.adrelevance.com, click-through rates are at their lowest ever.

Emerging Options

Web marketers have been scrambling to devise more effective alternatives. They’re using TV as a model, reasoning that if annoying TV commercials a la the classic “Mr. Whipple’s ‘Please don’t squeeze the Charmin’” can be effec…IBPA Members – Click here to view the full article (login required).

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