Re: UKNM: How to increase banner click through rates

[jude robinson]

William Makower wrote:

 > 

 > 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.


Wow - this sounds suspiciously like a "website". Now why would you want

to stuff that into something ~450x60 pixels? If you use a "link", you

can send someone to a really big "website", where you can let loose with

all sorts of flash, applets, activeX etc on a much bigger scale..


If someone is interested in something (let's say "a banner" (unlikely, I

know, but for arguments sake..)) then they're quite happy to click on it

and be taken somewhere. It's the whole principle of the "WWW" - you know

- "hypertext" 'n that.. Imagine them sitting in front of their computer:


"Hmmm...that banner really *really* interests me. But I don't want to

click on it 'cause I don't want to leave this website. Ooh, the dilemma.

Should I? Shouldn't I?"


Ridiculous, isn't it? If you have a look at the top left of your

"browser" you'll see a little arrow pointing left. It's called the "back

button", and users know what it does and how to use it (unless you've

built some abomination of a website that's got all the usability of a

dried turd - the words "flash", "framesets" and "Boo" spring to mind,

for some reason..) 



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