Window-shopping, display advertising, etc.

Posted By Vidar

Tuesday at 9:51AM EDT

9 Comments

The role of the banner is 3-fold: 1) Get the customer’s attention and make them slow down, 2) demonstrate relevance and value to the customer, 3) engage customer to act.

It seems we’re asking a lot from a small little graphic on a page. Are advertisers trying to make banners do too much? Could banners be more effective if their objectives were less ambitious?