Banners: What Are They Doing

Giles Keeble

Discusses banner advertising on the Internet. They are mainly seen as direct marketing, aiming to get clicks, but as click-through rates fall, more attention is being given to them as a branding device.

Banners: What Are They Doing?

Giles Keeble  FCA

What is the role of banners? This is at the heart of the arguments about them. Is it to get as many clickthroughs as possible, or to build the brand? Can it be both?

The issues, as with any advertising, are creative as well as strategic. For banners, we must also consider the technology. Let us leave the creative issues for the moment: what is required of the creative depends on objectives and strategy. Most banners indicate that the main objective is to get a direct response a click....

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