THE EFFECTIVENESS of Internet ad campaigns is under threat through excessive rotation of banner ads, claims Ajaz Ahmed
of new media specialist AKQA
. He is calling on Web media owners to adopt voluntary standards to restrict the number of ad banners rotated on their busiest pages - up to fifteen rotations a day in some cases, Ahmed claims. He argues that this makes it impossible for advertisers to be guaranteed high volumes of impressions during short-burst campaigns: 'Website owners may be guaranteeing volumes of impressions delivered on their sites over a long time scale, but the problem of over-rotation means that advertisers are taking pot luck on audience delivery on any particular day. In post-campaign analysis, we are finding we are not getting the required delivery of impressions within our timescale.'