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The future Banner Advertising has got a long way to go yet, it's still in its infancy compared to more traditional forms of advertising such as television or radio. As happened with these mediums the adverts will get cleverer and more expensive to produce. The first stage of this has already happened, this first stage is "animated advertisements". An animated advertisement, as it says, is "animated", it moves. Take the example below.... ![[Picture]](../images/fxmult5.gif)
This is a lot more "eye-catching" than a traditional static advert. The big companies have already realised this and the vast majority of "big company" adverts now employ animation. The next stage There are a number of new "advertising techniques" already in existence, you may, or may not have seen them. The first is multiple ads in the same position, an ad is displayed, then 5 or 6 seconds later, this slides out of the way and another ad appears, and so on. This is very good from the banner companies point of view, but not too good for the site displaying the advert. If this system is employed on your site, 5 or 6 adverts may appear whilst the viewer is reading your page. There must be 5 or 6 times as much chance of the viewer seeing an advert for something they like and leaving your site. The next stage is likely to be advertisements containing both animation and "zones", this means that each advert will have multiple smaller adverts within it. For example we could have a banner with three sections, the first third could be "AAA - Banners", the middle portion "Clip Art Warehouse" and the final portion "Button Warehouse". Clicking on the appropriate third of the ad would take you to the appropriate site. Animation is going to improve in adverts as well, there are a number of new animation methods available now (Macromedia Flash being the most popular), the only snag with these is that a browser plug-in is required. The next generation of browsers will have viewers for these technologies built-in, then we will start seeing very complex adverts created using Flash. |
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