Attracting Shoppers With Online Display Ads

[mandy]

Like CyberDefender, Bidz.com chose not to incorporate Flash animation, video or other rich media presentations in its display ads. Some experts believe this is a good tactic, saying many consumers are growing weary of disruptive or invasive ads. E-retailers should be cautious about making their ads distracting, says John McAteer, retail industry director at Google Inc.

“Smart publisher sites are starting to move away from disruptive and intrusive advertising such as pop-ups, fly-overs and other ads that are really annoying to consumers,” McAteer says. “They’re opting instead to focus on ads that give the consumer more control. For example, video within an ad that the customer can choose to start or not.”

This is the line of thinking behind online display ad campaigns run by web-only retailer Zappos.com Inc.

“We do little or no intrusive Flash banners because they do not contribute to the customer experience,” says Brian Kalma, director of creative services and brand marketing at Zappos.com. “Display ads are about ensuring we’re there, in front of the consumer, communicating our message simply.”...

full article: http://www.internetretailer.com/article.asp?id=27943