Re: UKNM: Banners? Wot banners?

[Sajid Mohammed]

---Sean Phelan <sean@multimap.com> wrote:

> Getting back to the online version... do other people on this list perceive

> the removal of banners as benign?  I know I may be a little biased here, but

> I regard it as cheating on the implicit contract that makes, and keeps,

> quality content available for free.


This goes to heart of a debate about avoidance of advertising. In the

UK there is certainly a hardcore section of the ABC1 audience who will

avoid print/TV advertising like the plague - the last research I saw

indicated it was something like 25%! This is a headache for planners,

needless to say.


The solution? Focused offerings that are designed to give the user a

valuable experience (inform, entertain, etc.) with a careful eye on

branding. You may ignore something that is a banner per se, but if

it's say a Java banner (or other) giving you up to date traffic stats

and is sponsored by a motoring-related brand then you aren't going to

go out of your way to avoid it and hopefully brand recall should be

elevated.


There are a million variations you can come up with to fit the

circumstances. How about a portal site for homemakers sponsored by

Flash cleaner in Macromedia Flash? <GROAN> Two for the price of one,

tho'...


The sponsored/branded content will be the route we will go down more

and more as time goes on...


Sajid Mohammed

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