re: UKNM: How to increase banner click through rates

[William Makower]

William Wemyss was of course right in his analysis that the banner was in

its infancy. What though does the adult life of this babe look like? Imagine

a world where there is no need for a web site just a banner which is

interactive, on which you can receive information about your chosen product

and order it direct from the banner. If this is the logical step for the

emergence of the banner into adulthood then targeting becomes even more key

and vast horizontal portals will be seen as a highly extravagant way of

reaching a very unsegmented constituency.

Panlogic's vision is of rich media banners being delivered to targeted niche

sites where the user is already interacting with a chosen site and has no

interest in being sent off to the advertiser's site but purely wants to add

(purchase, receive information, enter a competition etc.) to their existing

interest.

A logical extension to this train of thought is the issue of delivery and

the emergence of fulfilment only sites. These would then take the orders

from the rich-media banners, allow the users to check on delivery status and

as businesses be responsible for the delivery process.


Kind regards to you all

William Makower

==============================

Panlogic Ltd, London

"e-targeting for the future"

williammpanlogic [dot] co [dot] uk

http://www.panlogic.co.uk

Tel: +44 (0)20 7348 6048



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