banners don't work unless
: you spend a lot of time thinking them through
: you spend a lot of budget relatively speaking
: you spend a lot of time developing a really strategic and painstakingly sophisticated and targeted media buy that is somehow reflected in the creative thought
they are costly.
because banners:
1. are the single most difficult objects to execute properly
2. are way too general or way too specific no matter who writes the brief
3. travel in packs (ever see one alone?)
not to mention that:
most web pages are so over saturated with ads of all sorts that expecting your message is going to cut through that clutter is like expecting
to snag an aphid with a set of chopsticks so you'd better hope your average www user has a keen eye and hands like a lizard's tongue.
think about the average www user. think about click through rates. think about really successful banner campaigns that exceeded all expectations regarding click throughs. think about all the steps you took to ensure you had killer ROI, killer creative.
share your stories with others so they know how much work went into one of those success stories because banners don't work unless
: you spend a lot of time thinking them through
: you spend a lot of budget relatively speaking
: you spend a lot of time developing a really strategic and painstakingly sophisticated and targeted media buy that is somehow reflected in the creative thought
they are costly.
because banners:
1. are the single most difficult objects to execute properly
2. are way too general or way too specific no matter who writes the brief
3. travel in packs (ever see one alone?)
not to mention that:
most web pages are so over saturated with ads of all sorts that expecting your message is going to cut through that clutter is like expecting
to snag an aphid with a set of chopsticks so you'd better hope your average www user has a keen eye and hands like a lizard's tongue.
think about the average www user. think about click through rates. think about really successful banner campaigns that exceeded all expectations regarding click throughs. think about all the steps you took to ensure you had killer ROI, killer creative.
share your stories with others so they know how much work went into one of those success stories because banners don't work unless
: you spend a lot of time thinking them through
: you spend a lot of budget relatively speaking
: you spend a lot of time developing a really strategic and painstakingly sophisticated and targeted media buy that is somehow reflected in the creative thought
they are costly.
because banners:
1. are the single most difficult objects to execute properly
2. are way too general or way too specific no matter who writes the brief
3. travel in packs (ever see one alone?)
not to mention that:
most web pages are so over saturated with ads of all sorts that expecting your message is going to cut through that clutter is like expecting
to snag an aphid with a set of chopsticks so you'd better hope your average www user has a keen eye and hands like a lizard's tongue.
think about the average www user. think about click through rates. think about really successful banner campaigns that exceeded all expectations regarding click throughs. think about all the steps you took to ensure you had killer ROI, killer creative.
share your stories with others so they know how much work went into one of those success stories because banners don't work unless
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