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Posts Tagged ‘The Third Generation’

Advertisers used many techniques to try to change things. Various sizes and placement techniques were tried. Animated banner ads saw a little increase in click-throughs. Drop-down menu banner ads were somewhat effective. Many techniques were employed, but with the exception of a few key areas, banner advertising continued to be viewed as generally ineffective. Targeted advertising on niche content sites was and still is very effective. For example, a meta-index or directory related to ski hills in Vermont would be a very effective site for a ski hill in Vermont to place a banner ad. Keyword banner advertising and geo-targeted banner advertising were still very effective.

The third generation of online advertising is seeing a resurgence. We are seeing a growth in popularity of high-impact rich media ads. The size and placement of ads has changed significantly. The major search engines have very effective keyword advertising programs that are continually being enhanced in terms of targeting. The demand by marketers for greater accountability in the return on investment they get for their ad dollars spent is being met. The results are encouraging them to invest more in this medium. Effective techniques are available for consumers who demand greater control over their media and marketing experiences.