Re: UKNM: Banners? Wot banners?

[Tim Ireland]

Lets ignore my (well-known) opinion that banner advertising is overrated for

just a moment.


I agree with Ray's points here regarding the difference between saying and

doing:


>There may be a group of ABC1s who _say_ they will avoid

>print/TV advertising but that is a long way from actually avoiding it. A lot

>of ABC1s are afraid to admit that they watch Coronation Street, like to read

>the Sun (when the pick someone else's up on the train) and in many cases

>actually enjoy TV ads - at least the ones that are done well.


Added to this is the subconscious fear that they may be missing out on

something. Ray's comment about TV advertising also suggests one way banner

advertising can adapt to survive (but my opinions on creativity and

entertainment value are also well known, so I'll shut up about this now). I

will say, however, that a few more competitions and freebies running through

banner ads might increase the fear of 'missing out'.


That said, the hardcore guys are *much* less likely to respond to a banner

ad in the first place, so their loss from the marketplace will have a

minimal short term impact - *but* measures do have to be taken to stop the

practice from spreading. Once software is used by a few people, the bugs get

worked out, then a new version comes along that's easier to use, then

another...



Tim Ireland

Senior Copywriter

DESIGNERCITY LIMITED

Email:

timdesignercity [dot] com

URL: http://www.designercity.com


PS - Hey, whatever happened to that VCR that could tape a program and edit

the ads out? 

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