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To paraphrase Mark Twain, reports of banner advertising’s death have been greatly exaggerated. According to a new report by Jupiter Media Metrix, New York, the number of vertical banner advertisements on the Web increased 70 percent during 4th quarter 2000, even if the ROI of banners remains, according to the JMM report, “unproven.” (Can you say “subliminal impact?”)
Also, for 4Q 2000, it was nearly twice as expensive to buy vertical ads as it was to buy full-size horizontal ads, whose average rate card dipped almost three dollars compared to third quarter prices.
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