Thanks to the good folks at the Internet Advertising Bureau, we can all look forward to
even bigger advertisements staring us in the face as we browse the web. Yes, this is the
kind of article that will make you want to break things - don't say we didn't warn you.
It seems that advertisers have been increasingly concerned over the fact that not enough
of us are clicking through on those wonderful banner ads that we've been blessed with.
So the IAB formed a task force, comprised of such forward-thinking entities as
Disney, AOL Time Warner, Microsoft, and DoubleClick. The results were released
According to IAB Chairman Richy Glassberg, "We think the advertising agencies
needed a little better palette to create their advertising messages on." In other words,
they haven't figured out the optimal way of getting in our faces just yet.
So what will this mean? A new type of advertising dubbed "skyscrapers" which will
run up the side of your computer screen - as well as rectangular ads that pop up all over
the page, kind of like network TV where it becomes increasingly difficult to
distinguish the programming from the commercials.
These new and bigger ads will undoubtedly take longer to load as well. But, according
to Glassberg, "it is going to allow you as a marketer to do so many more things." Like
make a whole lot of really pissed off enemies.
"Click-throughs" on conventional banner ads have plummeted from more than four
percent several years ago to less than half a percent today. This to us would indicate
that people don't really like advertising on the net all that much. But then,
what do we know?
Internet Advertising Bureau