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Strategies & Market Trends : Roger's 1997 Short Picks -- Ignore unavailable to you. Want to Upgrade?

To: Ploni who wrote (8767)	12/22/1997 9:36:00 PM
From: craig crawford	Read Replies (3) \| Respond to of 9285

<< Television ads usually have a captive audience, and try to keep them from straying too far by means of interesting copy or visual effects. The internet ads don't usually have a captive audience in the same way: >> What has to be captivating? You see the ad every time you hit the website. It's already flashed in your brain. << people don't have to stare at Yahoo's ads while waiting for "the program" to commence or continue. >> You have to stare at them before you get your search results. << Also, while some ads now incorporate animated gifs, I haven't heard any making an audio pitch -- I suspect this would cause bandwidth problems. >> True, the current ads aren't overly impressive. I think a big part of YHOO's potential rides on the belief that Internet usage will skyrocket and bandwith improvements in the coming years will afford fancier and more eye-popping ads.