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Banner Ads — Maybe They’re Not So Bad

ningcontent Avatarningcontent
January 27, 2011


I’ve never been a fan of traditional banner advertising. From the time they were introduced in the mid-1990’s through their standardization at the urging of Proctor & Gamble in 1999 through today, banner ads have typically been sold based on the number of times they were viewed. What has always seemed crazy to me is that the Internet lends itself to precise and fully automated tracking of far more relevant statistics, so why would anyone pay for views?
Maybe I’m wrong though. We recently entered into a partnership that I can’t yet write about that will allow us to offer our clients the ability to target candidates geographically in dozens of the largest metro areas in the country or by job category (i.e.,. accounting) or both. We’ve had some early discussions with clients about our impending ability to do more than just display their banners across our site in a completely untargeted manner. The clients are thrilled.

It seems that the clients we’ve been talking with over the past few days aren’t terribly concerned about the number of times the banners are clicked or the number of applications they generate or the number of hires that can be tracked back to the banner ad buy. Instead, they’re looking at the incredibly strategic value of branding and recognize that the much disparaged banner ad actually does a pretty good job of providing branding opportunities for employers.
It will be interesting to see if these same clients actually evaluate the banners based on their branding value or if they come back to us months from now and talk positively or negatively about the number of clicks, applications, or hires they generated. I’m keeping my fingers crossed.

Originally posted by Steven Rothberg

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