http://venturebeat.com/2008/07/28/avanoo-and-spongecell-try-to-make-banner-ads-that-we-wont-hate/ News About Tech, Money and Innovation Sun, 22 Nov 2009 18:57:43 +0000 http://wordpress.org/?v=2.8.5 hourly 1 http://venturebeat.com/2008/07/28/avanoo-and-spongecell-try-to-make-banner-ads-that-we-wont-hate/comment-page-1/#comment-882817 Jon Aizen Tue, 29 Jul 2008 07:10:23 +0000 http://venturebeat.com/?p=95685#comment-882817 I'd agree that current display ads are pretty lame, or at least they're far from their true potential. Users definitely ignore them, in my opinion, because they bring little value to the web browsing experience. Users are in search of content and functionality, while most display ads provide little more than distraction. However, when ads begin to incorporate content and functionality, they transition from intrusions to valuable features. A number of companies are working to bring this shift into the display advertising market, and the end result will hopefully be a dramatic improvement in the way end-users engage with and enjoy (yes, enjoy) web advertising. Specifically, we're working on MashupAds (<a href="http://www.mashupads.com" rel="nofollow">http://www.mashupads.com</a>) and our campaigns have shown us (and our clients) that advertisements can be engaging, dynamic, and valuable features of publisher websites, while bringing tremendous value and uplift to advertisers. We've seen CTRs 5x higher than control ads, with very high purchase conversion. And it all makes sense - when you bring users what they're looking for (content and functionality), it doesn't matter that it's inside an ad - it's a valuable part of their experience and they engage with it. I'd agree that current display ads are pretty lame, or at least they're far from their true potential. Users definitely ignore them, in my opinion, because they bring little value to the web browsing experience. Users are in search of content and functionality, while most display ads provide little more than distraction. However, when ads begin to incorporate content and functionality, they transition from intrusions to valuable features. A number of companies are working to bring this shift into the display advertising market, and the end result will hopefully be a dramatic improvement in the way end-users engage with and enjoy (yes, enjoy) web advertising. Specifically, we're working on MashupAds (http://www.mashupads.com) and our campaigns have shown us (and our clients) that advertisements can be engaging, dynamic, and valuable features of publisher websites, while bringing tremendous value and uplift to advertisers. We've seen CTRs 5x higher than control ads, with very high purchase conversion. And it all makes sense – when you bring users what they're looking for (content and functionality), it doesn't matter that it's inside an ad – it's a valuable part of their experience and they engage with it.

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