Improving online media – Customized banners…why not?

Posted on | November 22, 2006 | Comments Off

Yesterday I was thinking on how online advertising has being improved since my first steps at the internet. I still remember the first floaters or Layer that really shock me, It was a Nike one, you was navigating a publisher’s website and a Shark’s Fin starts swimming around the screen like in the movie, like trying to frighten you, this really token my attention and finally the Nike logo was displayed with a very catchy phrase that I can not remember right now. This was I guess in 1999. Simple, creative and then, catchy.

This days is not that simple to take user’s attention since was shocked with thousands awesome advertisings. On the other hand some of those creative advertising were so inefficient in generating awareness or brand positioning, literally the advertising used to eat the brand and the communication it self. So today the users became more selective, so creative is not the only answer, now we also need to think on pragmatisms and customization.

Regarding pragmatisms, I´m talking about results, the advertising has the objective of communicating something, for selling or building brand awareness, or whatever more advertising goal is pays people´s attention, communicate a message and make the people remember the message.

So a very creative and catchy advertising does not promise you that people will remember your brand, your offer or promotion at the moment the need arise. So in my opinion is not possible to launch a media campaign without two pre-testing weeks.

On the other hand we need to better communicate with a one to one approach, and I presume that the good new is that ajax open an awesome possibility. The possibility of having tailored banners, I mean inside the banner body you could communicate in a tailored way to your customers by taking the information from a database, by adding a cookie to the user, or by taking the information from another user’s interaction source.

This last point is something that I guess will rule the short term future of advertising, its technically possible but not so easy to implement at this time, probably we could see the first advertising using this approach in a few months. I hope so…

Juan Manuel Damia

analytics + digital businesses

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