Posted By Vidar

Monday at 3:03PM EDT

8 Comments

It’s hard to be a marketer today with so many new, exciting technologies to pick from, each one casting itself as the holy grail of campaign performance.

Many of them have merit, but none of them is a one-size-fits all solution. Choice of format, targeting, message and measurement all need to align with campaign goals.

In a recent report from Forrester research called “Getting more out of online ads” advertisers are encouraged to take a more holistic approach to planning and executing online advertising programs.

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?