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To: Sanjay Varma who wrote (748)	2/16/1999 2:52:00 AM
From: Sanjay Varma	Read Replies (3) \| Respond to of 2902

Another good article at the Industry Standard site: thestandard.com The subject is the decreasing effectiveness of banner ads. Here are some quotes: "Banners certainly seem like a good idea for online retailers like Amazon.com, which can gather demographic information about who buys which categories of product under what circumstances and pull new customers their way. Web retailers with a specific target demographic can use common sense to choose where to run their banners and boost their ads' effectiveness." The problem is with brand advertisers. What can Coca-Cola provide the buying public on a Web site that extends the marketing message any further than a prominently placed banner? A Coke banner won't take you to the Coca-Cola online store. It brings the user to an informational site extolling the virtues of Coke. Does that kind of advertising make sense?" "Meanwhile, don't be surprised if brand advertisers lose interest in banners. Procter & Gamble recently said it will only pay $5 per thousand banners served – a shocking declaration, considering that AdKnowledge estimates the industry average to be a CPM of $36. It's a clear sign that, at least for some consumer brands, the love affair with banners is over."