Banner ads not just for the web

July 13th, 2004

Seems like most web users are used to, or have seen the proliferation of banner ads on sites. Granted, when used improperly, they can be pretty intrusive. Entire companies and units within corporations, such as Yahoo!!, have dedicated staff to manage advertising on these sites. They just don’t stick banners on sites and call it a day. There are massive back-end databases, tracking services, and metrics to not only place these banners, but also to promote impressions of those ads. It is big business.

This isn’t a new concept, albeit most attention lately (let’s say the past five years) has focused on the web because it is a new medium. However, banner ads are everywhere. Often times you don’t even realize they are getting your attention, while others are not as subtle. Companies depend on this revenue to exist. Content is king, but ad revenue is the kingdom.

Tonight the National Baseball League’s 2004 All-star game aired on Fox. This is more or less the only sporting event on television tonight. It generates quite a bit of attention, especially with the notable athletes involved in the event. It also is a major advertising opportunity for companies shooting for the 18-34 year old demographic. You expect advertising — major advertising. Fox sells and then places a banner ad behind home plate which is created by a computer-generated blue screen technique. Intrusive, perhaps, but very effective. This is the equivalent of the banner ads on top of a major web site’s home page, such as CNN.com. This banner attracts all eyes. You can’t miss it. It works.

So, the next time you think that banner ads are evil, distracting, or only an issue for the web, think twice. They are everywhere, and we all get the content we seek on the web or on television because of them. The money spent to place these ads sustains content. Banner ads are necessary. How they are placed is another story. Is the Fox banner too much? Think of how much revenue it generates. Decide for yourself.

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