Ask Jeeves Eliminates Banner Ads

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.