True. Most of the web advertising I'm doing these days is relatively
simple. Usually a two-part text banner that leads to a link. Cost
keeps some advertisers from going overboard. But I'd be hard pressed
to sell a simple one part text banner.
The business is still shaking out. Everyone remembers television
advertising. (Me included $$:-). It's going to be hard to convince
advertisers that less can be more on the web. But it will happen.
Numbers don't lie.
Paul
On Nov 26, 2008, at 8:28 PM, Mark Roberts wrote:
PN Stenquist wrote:
The economy is tough these days. Everyone is struggling to survive.
Marketers seize on any edge they can find. Could the Adorama tie-in
backfire for photo.net? Possibly. But chances are, it will prove
successful. The trick is to find the balance between noticeable,
actionable and unintrusive. Right now, it's probably too intrusive,
but not by much. It really doesn't bother me. Didn't even notice it
at first. But the list reaction suggests that it may be over the top,
Right on, Paul. What's interesting is that advertisers, and web site
owners, just *assume* that bright, flashy banner ads get attention
and work well. In fact, research, done by the doyen of web usability
research Dr. Jakob Nielsen and others, shows that it isn't true. You
know what works best? Text. That's the reason all of Google's
advertising is text rather than images. Most people assume it's
because it's part of Google's design philosophy of something, but
it's really because controlled studies have shown that it's more
*effective* than graphics, even moving brightly-colored graphics.
Of course, if you're in the business of selling advertising, a Flash
banner ad is easier to sell than plain text, because it impresses
ignorant customers (those paying for the advertising, that is). They
can't really be expected to have read up on web usability studies,
after all.
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