Static Ads for the Web

“Online Advertising: Is it Worth It?” was a brief, and pretty straight-forward half hour panel. But it got me thinking about designing static ads for the web. By static ads, I mean the “standard” click-through banner ads, usually situated along the top and down the sides of a website. Of course, being the standard has its inherent advantages, but the disadvantages are starting to pile up. This seems to indicate that the traditional click-throughs are slowly losing favor for other alternatives.

Despite being convenient (banner ads are essentially templates), there’s little room for design customization. There’s also the potential for banner blindness… users are so accustomed to “seeing” web banners in their standard locations that they can be completely ignored or forgotten immediately. With the web becoming more and more niche, it’s a greater challenge for advertisers to really target their audience, meaning there’s a better chance of placing ads on a site with the wrong demographic. Web sites that offer ad space should be able to provide very specific details, down to age, gender and location, of the people who access their site.

So where is online advertising going? A next generation version of the traditional web banner ads actually emulates the same idea behind “top shelf” placement at grocery stores. Take a look at It’s much more aesthetically pleasing then a traditional web page, in fact you almost can’t even see the ads. That’s because in this case the music labels are paying for top-shelf exposure. The danger, of course, is that the line between original content and the ads is starting to blur. A sophisticated web user can probably tell the difference, but that implies that there are others who won’t.

posted by Bryan Keplesky


0 Responses to “Static Ads for the Web”

  1. Leave a Comment

Leave a Reply

Please log in using one of these methods to post your comment: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

What’s Behind the Door?

SXSW is an Austin event. And Door Number 3 is an Austin advertising agency. We're interested in how new ideas in advertising, media and branding will be presented during these 9 quick days. From inside the lecture halls where top specialists present their thoughts, to out on the streets where advertising is put to the test on tens of thousands of festival-goers. We'll be there with the complete coverage, reports, photos, editorials, and perhaps some tricks on how to sneak into a few sweet afterparties.

RSS Subscribe


%d bloggers like this: