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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!
joined:Sept 20, 2000
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.