No one clicking on your Web ads? Don't tone down--dazzle!
Like most Web surfers, you've probably developed a slim, rectangular blind spot that blocks out all those banner ads on Web pages. And even if a particular banner does make it to your optic nerve, you probably wouldn't be moved to click on it anyway--and neither would your online customers.
With so many banner ads hitting the Web, the overall click-through rate is fast approaching a dismal 0.5 percent, says Larry Chase of Chase Online Marketing Strategies in New York City, publisher of online magazine Web Digest For Marketers. Nevertheless, Web advertising continues to appeal to merchants. Jupiter Communications Inc. estimates U.S. advertisers spent $3.2 billion in 1999 decorating Web pages with their marketing messages--up 52 percent from 1998.
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