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Apparently, Web advertising now amounts to 5 per cent of all US ad spend. However, click-throughs rates are declining (0.3) and people are getting worried about the effectiveness of banners. Now the argument is that the role of banners is not only to create click-throughs but to build the brand.
Ok then....Lets leave them build the brand while we get the click throughs!
Even the "rich media" hoopla is fading. Sometimes those things will get a CTR of 10-12% when they first go up if they are very targeted.
One company I'm familiar with just cut loose some kind of rich media plan, similar I think to those banners that YAHOO! would run now and then with stuff flying across the screen. CTR was about 2%.
There is a lot of strategizing, creative development, negotiation, and time required to put together a banner campaign. It is not very convincing that it is worth it most of the time.