Click appeal takes more than tools

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When it comes to advertising online, some say that technological bells and whistles won't be enough to keep people clicking on ads.

"The trick to online advertising will be to fit the banner into what the user is looking for and at the same time pique their interest," said Scott Heiferman, president of New York-based online media planning firm i-Traffic.

The key, he says, is balancing ambiguity, intrigue and curiosity for the consumer while making the banner impression a valuable impression for the advertiser. Banners for clients Discovery Channel and the Atlanta Games were created by i-Traffic and Web developer Site Specific as mysteries and puzzles for users to solve.

"Advertising comes down to raw creative ideas," said Mr. Heiferman. "In the long term, 'Toy Story'-level animation won't alone make an ad more effective or a banner more appealing."

Copyright March 1996 Crain Communications Inc.

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