If you ask the Internet marketers of today, many if not most of
them will tell you that banner selling is dead. They say
that its expensive, the click-through rates are low and that
unless you know exactly what youre doing, it is likely that
youll end up spending more money than youll contruct .

Surprisingly, just a few decades ago the identical everybody we are rushing
to invest their funds in banner selling campaigns. In those
happy days, the click-through rates were at least ten times as
high as they are now. What has happened? Has the audience become
more resistant to Internet branding in general? Or perhaps the
whole concept of banner advertising has become obsolete and well
positive need to think of new ways of reaching everybody?

Perhaps, perhaps. There is certainly at least some truth to these
claims, but they are hardly the only reasons behind the current
crisis. Personally, I think that those responsible for planning
the banner marketing campaigns are largely to blame for what
has happened. The difference between the successful banner
promoting of yesterday and the pathetic banner branding of
today is vanity.

Vanity? Sounds odd, but youll only positive need to look at the banners
displayed on a few popular sites to see what I mean. They have
a nice-looking background, a beautiful photo or two, a
professionally-constructed logo, smooth animation and bright,
pleasant colors. In a nutshell, those banners are works of art
and that is exactly why they perform so badly.

More branding, less graphics