Banner Advertising- More than Cicks

Kenneth Herlin and Thomas Johansen

Banner advertising on the internet has focused on response-orientated campaigns. To some extent, the internet might be able to fulfil other kinds of objectives related to generating awareness and building brands.

Online Communications

Banner Advertising More than Clicks

Thomas JohansenandKenneth HerlinOMD Denmark Traditionally, banner advertising on the internet has focused on responseorientated campaigns, in which the advertisers' objectives are to get users to visit their website and perform certain actions. This comes quite naturally, given the unique qualities of the internet, which are way beyond the possibilities of most other media in terms of direct response. However, from a media agency's perspective, it is very important to understand the full effect of using the internet in a media plan.

To some extent, the internet might...

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