Banners Blow

Two contradictory statements about where to place your money in online advertising, one in retreat the other in motion.

The first by Martin Sorrell, CEO of WPP:

(In) display, I think there are questions. Search, i think there is a clear relationship (to effectiveness). The jury’s still out on display—in times like this, people start to question the value. Link.

The second by Ted Rheingold of Dogster:

Up 30% or not [Dogster's directly booked deal flow], the upcoming year will be very difficult and it’s critical all online publishers are ready to move beyond the banner and focus on custom integrated brand campaigns that give advertisers interactive exposure to precise demographic targets. The banner is not dead, but it’s becoming increasingly insignificant. Link.

If by “display” one only means “banner,” as Martin Sorrell does, then the best choice is search. But while Ted sees the same thing as Sorrell, that banners are ineffective, his solution isn’t search but rather integrated brand campaigns that give advertisers interactive exposure to precise demographic targets.

Display advertising is only going to fulfill its potential when it can be discussed in these terms: “integrated brand campaigns,” “interactive exposure” and “precise demographic targets.”

Banners blow.