"ScreenAd and Big Ad Display banner formats of the future"

Online advertising network WebAds sees the large squares "Big Ad Display (BAD)" and the flash-programmed ScreenAd as the banner formats of the future. Managing director Tjeerd Kooij does notice that it is precisely these striking forms of online advertising that can irritate more quickly. Kooij is one of the pannel members at the Interactive Marketing workshop on the Emerce Industry Day that takes place in Amsterdam on 21 June

Online advertising network WebAds sees the large squares "Big Ad Display (BAD)" and the flash-programmed ScreenAd as the banner formats of the future. Managing director Tjeerd Kooij does notice that it is precisely these striking forms of online advertising that can irritate more quickly. Kooij is one of the pannel members at the Interactive Marketing workshop on the Emerce Industry Day that takes place in Amsterdam on 21 June.

Especially the ScreenAd, the striking animation that WebAds itself started at the beginning of last year, often provokes irritation. Yet Kooij finds it an interesting and fun form of advertising. Kooij: "Above all, care must be taken to ensure that it fits well with the target group: a frequency cap, where the visitor can only see the advertisement twice, can often be annoying."

Kooij cites the screenad of the Citroën C5 on Routenet as an example of a successful ScreenAd from his own office. "It needed a lot of attention in a short time, " says Kooij. There, the visitor saw the advertised car drive over the screen, stopped for a moment and ended up as a reduced icon in the upper right corner. He is also enthusiastic about WebAds, in cooperation with its technical partner, devised ScreenAd for Vodafone. "A big advantage of the screenad is that it is not limited to one specific place, " says Kooij.

A second promising form of online advertising is Kooij's rectangular banner, referred to by some as "rectangle" and others "imu". Kooij speaks of BAD: Big Ad Display. "You can run a heavy advertisement on that site, which means that visitors will not be able to get off the site as quickly because they do not have to click through for more information, and if you program them properly, it's a good branding, for example for technology products." Kooij mentions, among other things, the "BADs" that appear on CNET.

The WebAds director thinks that "all the banner options are still underutilized." A rectangular image does not always have to be rectangular, an animated poison can be more than a sequence of images, says Kooij. Finally, he points to the importance of achieving the target group as precisely as possible. Kooij: "It is best to advertise as specifically as possible, not a certain segment as the basis of the campaign, but advertising on a certain part of a particular site."

Kooij is a panel member with David Kat (Claritas Interactive), Hans Veldhuijzen (Nedstat) and Coen Janssen (Nipo) during the workshop Interactive Marketing on the Emerce Industry Day. The workshop will be led by E-Marketing Cor Molenaar and will take place between 15.30 and 17.00 in the Auction Room of the Beurs van Berlage.