GLOBE.COM GOES WRONG WAY WITH IRRITATING BANNERS

Published on .

MARKETER: theglobe.com

WHERE TO FIND IT: Salon

CRITIQUE: Advertisers and agencies are suffering from a big misconception, if these ads from theglobe.com are any indication. Feeling generous, we'll give everyone some free advice: Click-throughs are not the be-all and end-all measurement of banner effectiveness. Case in point: a fairly well-respected community site resorting to cheap tactics to try to get consumers to click their banners.

The banner from theglobe.com is irritating on two counts. Visually, it is one of those annoying ads designed to look like a Windows error message. Users click on them to make them go away, which would not normally be defined as a positive user experience. Its banners are the Web equivalent of Publisher's Clearing House missives: Attention-getting, but meaningless.

But we're sure the in-house marketing team behind theglobe.com's banners have some nice click-through numbers to put in their PowerPoint presentations now.

While we accept that getting the banner in front of as many eyeballs as possible can be a valid marketing strategy, theglobe.com's banners do not deliver any information about the product to those eyes.

If theglobe's content is so good that it will pull in people who have no idea what the community site is, one might think it was good enough to mention in an ad.

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