{"id":461,"date":"2011-01-14T19:55:27","date_gmt":"2011-01-14T18:55:27","guid":{"rendered":"http:\/\/blog.lorenzobennassar.com\/?p=461"},"modified":"2022-08-13T20:24:54","modified_gmt":"2022-08-13T19:24:54","slug":"bannerisdead","status":"publish","type":"post","link":"https:\/\/lorenzobennassar.com\/blog\/2011\/01\/14\/bannerisdead\/","title":{"rendered":"The banner ad is dead, and I’ve been the one to kill it."},"content":{"rendered":"

A few days ago I read from the very respected C\u00e9sar Garc\u00eda<\/a>, founder of BOB, a post about banner ads as advertising media, with which I agree on the expectations. He was sharing his lack of trust in this form of communication that he considers totally out of date because of many reasons that I think we all agree with (even many of those that still use it). And he brought with joy (that I also share) research conclusions like the fact that in 2009 only 16% of users clicked on this kind of archaic communication. But he ended up regretting (and shattering our illusions) that the same studies revealed that after some time those banner ads ended up turning up in Google searches, etc., and apparently reaching certain goals.
\nWell, I believe that those results are only the consequence of brand exposure, just like any other brand exposure and if we could measure the times somebody looks for a brand seen on any other media (a napkin, a shopping bag, or a sticker in a teenager’s backpack) the results would be similar or probably greater. And truth be told, if a brand looks for exposure, there are so many better ways to do so. Of course, I’m referring to a generic kind of banner ad, the one that the study refers to because quality always sums up, no matter the format (eg. Banner Concert Campaign<\/a>). Anyhow, although what comes next is a delicious game from a talented programmer<\/a>, I do not only share Cesar’s will towards the banner ad death but I’m honored to say that I have been the one to kill it. And I invite you to practice by clicking HERE<\/a><\/strong>. R.I.P.<\/p>\n

El banner ha muerto, y lo he matado yo.<\/h3>\n

Hace unos d\u00edas le\u00eda del muy respetado C\u00e9sar Garc\u00eda<\/a>, fundador de BOB, una reflexi\u00f3n sobre el banner como soporte publicitario, que comparto en sus aspiraciones. En ella expresaba su desconfianza en esta forma de comunicaci\u00f3n que considera totalmente fuera de lugar por muchas razones que creo que casi todos compartimos (incluso muchos de los que lo siguen usando). Y adem\u00e1s aportaba con enorme alegr\u00eda (tambi\u00e9n compartida), datos como que en 2009 s\u00f3lo el 16% de los usuarios pinch\u00f3 en estas formas de comunicaci\u00f3n tan arcaica. Pero terminaba lament\u00e1ndo que esos mismos estudios desvelaban, como un jarro de agua fr\u00eda, que sin embargo los banners terminaban, tiempo despu\u00e9s, consiguiendo objetivos a trav\u00e9s de b\u00fasquedas en Google, etc, etc.
\nPues yo creo que esos resultados no son fruto m\u00e1s que de una exposici\u00f3n de marca como cualquier otra y que si se pudiera medir las veces que alguien busca una marca porque la ha visto en cualquier otro soporte (una servilleta, una bolsa o un adhesivo en la cartera escolar de un adolescente) los n\u00fameros ser\u00edan iguales o seguramente superiores. Y la verdad, puestos a exponer una marca, hay formas mucho mejores de hacerlo que con un banner. Por supuesto, me refiero a un concepto gen\u00e9rico de banner objeto del estudio, que la calidad siempre suma sea en el formato que sea (ej. Banner Concert Campaign<\/a>). En cualquier caso, aunque lo siguiente no es m\u00e1s que un delicioso juego de un programador con mucho talento<\/a>, no s\u00f3lo comparto con C\u00e9sar que el banner ha muerto sino que tengo el honor de haberlo matado yo. Y os invito a que practiqu\u00e9is vosotros tambi\u00e9n pinchando AQUI<\/a><\/strong>. R.I.P.<\/p>\n","protected":false},"excerpt":{"rendered":"

A few days ago I read from the very respected C\u00e9sar Garc\u00eda, founder of BOB, a post about banner ads as advertising media, with which I agree on the expectations. He was sharing his lack of trust in this form of communication that he considers totally out of date because of many reasons that I […]<\/p>\n","protected":false},"author":1,"featured_media":1862,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[2],"tags":[],"class_list":["post-461","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brandcommunication"],"_links":{"self":[{"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/posts\/461","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/comments?post=461"}],"version-history":[{"count":6,"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/posts\/461\/revisions"}],"predecessor-version":[{"id":2362,"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/posts\/461\/revisions\/2362"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/media\/1862"}],"wp:attachment":[{"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/media?parent=461"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/categories?post=461"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/tags?post=461"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}