NEW YORK Ask Jeeves said that it will stop using banner ads on its Internet search properties, and instead will focus on sponsored searches.
The Emeryville, Calif.-based company will now try to sell marketers on Premiere Listings, or keyword targeted, text-based ad units that appear under the heading "featured sponsor" at the top of the Ask Jeeves' results page. Another offering, Branded Response, lets advertisers reach a targeted audience using graphics and images on the results page.
Ask Jeeves' decision to ban the banner comes shortly after the company eliminated interstitials, or pop-up advertisements from its suite of ad products. America Online and iVillage also dumped third-party pop-ups last year [IQ Daily Briefing, Oct. 15].
"The key for search engine marketers is to employ tools that add context and depth to a consumers search," said Steve Berkowitz, president of Ask Jeeves Web Properties.