Comments on: Copy remains key to an online ad’s success, but only in service of the promise http://www.digitalsolid.com/2006/12/05/copy-remains-key-to-an-online-ads-success-but-only-in-service-of-the-promise/ Marketing Technology Musings and Tips by Jeff Larche Sat, 17 Sep 2011 02:41:46 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Jeff Larche http://www.digitalsolid.com/2006/12/05/copy-remains-key-to-an-online-ads-success-but-only-in-service-of-the-promise/comment-page-1/#comment-222 Jeff Larche Sat, 09 Dec 2006 16:40:21 +0000 http://www.digitalsolid.com/2006/12/05/copy-remains-key-to-an-online-ads-success-but-only-in-service-of-the-promise/#comment-222 I would agree with the first half of that statement. Web surfers tend to ignore banner ads, period. It's interesting that when eye scanning heat maps are conducted, banner ads that blend in or complement the look of the rest of the site tend to do better than those that stand out. At least in terms of time spent viewing (measured in microseconds). Getting people to notice a banner ad is one thing. But once they do, how to you induce a click? My theory is you need some strong copy to do it. Does anyone have examples that would disprove this? I would agree with the first half of that statement. Web surfers tend to ignore banner ads, period. It’s interesting that when eye scanning heat maps are conducted, banner ads that blend in or complement the look of the rest of the site tend to do better than those that stand out. At least in terms of time spent viewing (measured in microseconds).

Getting people to notice a banner ad is one thing. But once they do, how to you induce a click? My theory is you need some strong copy to do it.

Does anyone have examples that would disprove this?

]]> By: David Wen http://www.digitalsolid.com/2006/12/05/copy-remains-key-to-an-online-ads-success-but-only-in-service-of-the-promise/comment-page-1/#comment-220 David Wen Sat, 09 Dec 2006 09:22:02 +0000 http://www.digitalsolid.com/2006/12/05/copy-remains-key-to-an-online-ads-success-but-only-in-service-of-the-promise/#comment-220 What's your take on this statement? Web surfers tend to ignore banner ads especially those with too much text. As a consumer and avid web-surfer, I would say that's true. Who likes reading ads while reading that article on espn.com or cnnsi.com What’s your take on this statement?

Web surfers tend to ignore banner ads especially those with too much text.

As a consumer and avid web-surfer, I would say that’s true. Who likes reading ads while reading that article on espn.com or cnnsi.com

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