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The Problems of Banner advertising

Banner Advertising at present is pretty much a hit or miss method of promotion. Arguments continue: Should the charge for providing space for a promotional banner on the web be measured per exposure (each time the surfer sees the banner) or by click through (each time the user responds by visiting the promotional site) or should it be by sales commission (only if the sale is made)?

The prices charged for space on the web are pretty volatile and inconsistent. As no-one can adequately qualify visitors to a web page it is hard to quantify the potential benefit. The necessary technology to support and administer banner advertising is not trivial. Only sites commanding massive traffic can afford the technology and also provide the volume to tempt the larger advertising buyers.