Comments on: Study: banner ads all but useless

By: VK

VK — Mon, 27 Aug 2007 08:11:33 +0000

Are there any similar studies on ads in print magazines? Because I know I don’t look at ads there either (unless, I suppose, they’re truly scandalous), but I have no idea if it’s just me.

I didn’t think it was just me ignoring the banners either, though!

By: phil

phil — Sat, 25 Aug 2007 03:31:22 +0000

Demand for local, IAB standard, quality inventory is increasing dramatically. A lot of the growth is coming from big brand advertisers. This is the base revenue stream that supports the content model. It’s important, and it has significant value locally, regionally, nationally.

The last part of that quote is great and bodes well for local, with ad networks representing a big threat to local revenue. Unfortunately, many agencies still can only handle standard ad units.

CPM advertising will definitely continue to grow.

By: Alyssa

Alyssa — Fri, 24 Aug 2007 19:28:33 +0000

How many of us are likely to just give up on a page that has too many ads or ads that cover the text (and then won’t go away)?

By: Randy Hoffman

Randy Hoffman — Fri, 24 Aug 2007 18:44:34 +0000

It’s speaks to an argument I have made for some time: Relevance is more valuable than reach. The problem is, most media buyers and advertisers don’t see it that way. At least not yet.

By: Chris B.

Chris B. — Fri, 24 Aug 2007 16:57:53 +0000

The problem is not that advertisers still want them. In fact, there is no problem at all. Look at the amount of spending that continues still today, in the midst of a mortgage meltdown, by advertisers like LowerMyBills, NexTag, Lending Tree, etc… These advertisers still reap huge benefit from their banner ad CPM advertising. Why? Not only because consumers click-through, but because they also convert on the other end by submitting that form or making that phone call. And with the Internet taking on more and more TV-like properties, the amount of big-brand advertising on a CPM basis will continue to grow.

By: Safran

Safran — Fri, 24 Aug 2007 15:37:53 +0000

The problem is that the advertisers still want ‘em.

By: Gerald

Gerald — Fri, 24 Aug 2007 13:40:46 +0000

I could have told you this years ago. I was looking for a particular piece of research on the Mediacenter.com website, and I couldn’t find it. After a while I finally called them to ask when they were going to post it, and they told me it was already posted. It was linked from a tile on the right side of the page, and because it looked like an ad, I couldn’t see it.