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-----------> This message was posted to the ONLINE-NEWS list. <-----------

Besides Eric's point, I also wonder if people tend to react to banner ads like
they would billboards. They're not likely to turn off the freeway to try to
find a product advertised on a billboard. But it may make an impression on them
and prompt them to buy the product at some future date.

Which leads me to a question - have there been any studies on whether banner
ads do make an impression on people and
cause them at some point to purchase a product, even if they don't immediately
click through to the advertiser's Web site? I seem to recall some kind of study
or survey a year or more ago that indicated people were more likely to buy
something as a result of seeing a banner ad than watching a television
commercial.

Paul Grabowicz

Eric Meyer wrote:

> -----------> This message was posted to the ONLINE-NEWS list. <-----------
>
> At 17:17 on 17 Aug 98, Eric Magill  wrote in part:
>
> > In our tests, those text links have at least tripled the traffic
> > of a banner in all instances. In one test for a specific client, a
> > text link below the first screen continues to outperform a banner
> > ad at the top of the same page by 5-1.
>
> We published very similar results two or two and a half years ago
> from a completely separate study.
>
> The key remaining question is why. There are at least two
> possible, contradictory explanations, each of which would lead into
> a completely different solution:
>
> 1. Text is viewed as editorial, and thus less likely to be a shill.
>
> 2. Graphics are turned off frequently and, because of download
>    delays, do not show up on the screen until after readers already
>    have passed through the technical phase of readership in which
>    headlines and graphics have a lure and gone on to the phase in
>    which the reader's field of vision narrows to focus on body type.




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Subject: Re: Report Supplies Blueprint for Media E-Commerce Sites From: Paul Grabowicz  Date: Wed, 19 Aug 1998 11:21:28 -0700
How the Web Was Won
Subject: Re: Report Supplies Blueprint for Media E-Commerce Sites
From: Paul Grabowicz 
Date: Wed, 19 Aug 1998 11:21:28 -0700

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