Banners Build Brands
from the aha dept
When banner ads first showed up on the internet, I thought the whole concept of the “click-through” was ridiculous – why would companies want to send people away from their site? At the same time, I could see how banners were useful strictly for branding. If I see enough banners, I might not click through on any of them, but I’ll remember some of the brands I see. It seems that most people (or at least companies involved in advertising) felt the other way around (and made lots of money in doing so). They pushed the whole click through model (though more and more companies have been abandoning it) as a good metric to use for the value of advertising. Now, here’s a study that points out that banners do help to increase brand awareness. Of course, you could also say that X10 has increased their brand awareness greatly with their damn pop ups as well – though much of it is (hopefully) negative. Update: Ah. Perfect timing. Here’s an article saying that more and more companies won’t give click through data anymore, because they don’t think it matters.