Banner advertising will never disappear
Occasionally I hear discussions about banner advertising on the Web is ugly, that users hate them and that they do not work for the customer. It is a falsehood with modifications.
Full-page ads in newspapers, multi-page ads on the first pages in magazines, ad blocks in the middle of Sunday movie on TV and large advertisements in the top of the newspapers' websites are here to stay. It's simple and easy to explain to customers and therefore financed newspapers, magazines, television and websites of this.
Aesthetics can be discussed. It becomes "Cillit Bang" commercials on TV, as well as CBB Mobil banners on the Internet. But users hate them. Not so much so that you can find on never seeing TV2 again or stop using Ekstrabladet.dk because CBB has bought ad space.
But it is true that users do not like the commercials that complicates their quest online. This applies, for example. pop-ups, expandable and dynamic html. In return, users are fine with advertising that comes when it is expected. And they also click on ads that are contextual or otherwise relevant to themselves. But users do not hate advertising, because we are all well aware that advertising finances the possibility of using websites "free".
At the advertising agency GoViral (and other) one is of the opinion that banner advertising is not working (Read by Media Watch , requires subscription). But the question is whether Jimmy Maymann proposal for " behavioral targeting "and placement of video content portion is a viable solution?
If we blur the distinction between advertising and editorial content (not to mention user-generated), so we again complicates users currently online.
Internet media can be something other than radio, TV and newspapers. It would be strange if this were not to rub off on the way advertised. But if you think the Internet is the only medium where people can interact with the advertisement, then you are horribly wrong. Here are some fun, interactive advertising from the physical world:
Colgate and refrigerator with soft drinks
And therefore it may well be that it can be done better on the Internet.
