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B2B online ad review: CenturyLink

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Agency: N/A Most marketers are mercifully succinct in their banner ads. There's only so much you can say in a narrow ribbon of space where all you really need to do is issue a call to action and hope the targets click to the landing page. CenturyLink Inc., a large telecom that offers cloud-based computing services through its Savvis acquisition, states in the banner that it can help prospects and customers move their data to the cloud more quickly. It then invites them to click to learn more. Simple enough. But things get more complicated on the landing page. Although attractively designed, it offers a dizzying array of options, including live chat, a pricing chart and short descriptions of the company's features. We'd advise CenturyLink and all online advertisers to resist the urge to overcomplicate their landing pages. Rating: 2 stars
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