The Banner is Dead, Or: Long Live the Banner
7/6/99, Barry Silverstein, ClickZ. A recent Nielsen Media Research study said average banner ad click-through rates have dropped to below 1/2 percent from 2 percent a year ago.
www.searchz.com/Articles/0706993.shtml

Sharing Ad Data
6/18/99, Eric Bozinny,ClickZ. The accountability that the Internet offers to advertisers is increasingly leveraged by interactive agencies and online solution providers to maximize a client's return on advertising dollars spent.
www.searchz.com/Articles/0618992.shtml

Dissatisfaction With Banner Ads Is On the Rise
6/28/99, Andy Marx,Internet World. One study of marketing executives by Forrester Research found that banners were the most frequently used tool for attempting to boost Web traffic, but among the least effective.
www.internetworld.com/print/1999/06/28/ecomm/19990628-banner.html

Segmenting Ad Buys
6/24/99,Tom Hespos,ClickZ. Many agencies that invested in adserving technology over the past couple years had some unrealistic expectations regarding the types of targeting they would be able to implement from the agency side.
www.searchz.com/Articles/0624991.shtml

A Targeting Tutorial
6/14/99, Heidi Kay, ClickZ. Advertisers who were weaned on traditional media targeting are astounded by tales of web technologies that filter through mountains of data and millions of people to find those that are just right for you.
www.searchz.com/Articles/0614993.shtml

AdCast Sells Time-Based Ads
5/20/99, Steven Vonder Haar, Inter@ctive Week. A Web-based service called AdCast this month is launching efforts to popularize the notion of using blocks of time - rather than a set number of page views - to deliver marketing messages online.
www.zdnet.com/intweek/stories/news/0,4164,403555,00.html

Targeting With Reach
5/4/99,Deborah Kania, ClickZ. I've talked about the targeting capabilities of advertising within a web site. But there's another way to reach a great number of people within your desired target audience - by using the broad reach of advertising networks.
www.searchz.com/Articles/0504991.shtml

Why Banners Don't Work (And How They Can)
5/17/99, Dana Blankenhorn,A-Clue.com. Volume III, No. XX. Web banners are said to be as threatened as Siberian tigers. Clickthrough rates continue to decline. Officially they're .68%. I've heard estimates as low as .10%.
www.a-clue.com/archive/99/cl990517.htm#story1

Banner Ads Are Not Dead
11/24/99, NUA. A new study by Andersen Consulting shows that banner ads are more effective than traditional advertising when it comes to enticing experienced US Internet users to make purchases over the Web.
www.nua.ie/surveys/?f=VS&art_id=905355427&rel=true