Forum Moderators: skibum
I wondered when we would see this format take off.
I think they are the best thing to happen in net advertising in ages.
We are not in an ad funk, we are not in an ad recession, we are in a 100% ad failure. That is part-and-parcel at the feet of ad brokers like Double Click and Burst who have supported the failed system of banner ads.
The current system simply does not work. It isn't working for advertisers, sites, or users. You need look no further than your own ad stats display to see the failure. Click through rates that are in the sub 1%, people running to ad blockers, and advertisers abandoning ads in mass.
The difference between a successful product and a mediocre or failed product, *is* advertising. Proper advertising can sell _anything_.
Why did the VC money run out for so many sites? Because they failed to produce. There were some good products out there and I think there is no denying that a good percentage of that failure is due to the failure of net advertising.
That leaves us with the current system -- not working. Even a simple two or three word text link has a higher click through rate that some of the best banners being offered through Burst today.
So why are we still hanging onto the failed banner system? Where is the "creative" aspect of today's net advertising. Why should we all run down the tubes with Doubleclick?
It is time for a change.
Trad banner ads were a lazy mans solution, and they got a lazy man's return.
My modest take on the positive future..
1. Relevance is king. Every ad/link on the page should be highly relevant to the content. If your regular users know this they will click.
2. Use text links within the content, as long as they are not gratuitious advertising. Link to good content which still has a strong message to buy or try.
3. Assure people they will not leave your page (opens new window for example or the news.com way)
4. Use sponsors who want to build their brand and exposure on your site, (which should be a focused portal or destination for a clearly defined prospect market). They should not be so interested in click throughs as much as targeted exposure on sites of excellenece and repute.
4. Show product in use on your site. Demonstrate how the product can be used to slove problems.. (Moreover is a good example, but of course does not help revenue to the site using them, Samples of an advertiser's products services when app... etc)
5. For sites themselves that want to advertise consider alternatives such as providing news feeds to aggregators, joint ventures with other sites, etc.. etc..
The key prob with advertising in the Web is that is still using old print models. I have great confidence that advertising that builds on the Web strengths will be highly successful
Couldn't agree more. Be warned though, other rejuvination efforts for the old banner ads are on the way according to this article [segfault.org]. Can't wait to see it rcj's DotComMorgue.
