OK, maybe that’s not exactly true, but it might be preferable to what Circuit City and Walgreens are doing with their banner ads.
After reading Jeff’s piece about the Drudge Report, I went to the site and found these* examples of what not to do with banner ads.
The ad for the Walgreens Photo Center isn’t the sharpest thing we’ve ever seen, but it does the job. It tells me, quite clearly, that I can pick up my photos in as little as an hour. Fair enough, but why isn’t that message clear and consistent when I click-through to this landing page?
If Walgreens wants to generate any type of meaningful return on their advertising investment, they need to keep that persuasive momentum going across channels. Walgreens just made a great, time-saving value proposition. Why would they then waste time with a different message — especially one as bland as “New Everyday Price”? Is having the same price each day a new concept? They shouldn’t believe that someone engaged with the full animation with their ad and might have only seen the last screen.
Be like Drudge. Be consistent!
Now, this one really saddens me. They’re so close (yet so far)!
Yes, I can recognize those images as being GPS systems — although I’m sure not everyone would. There’s also what appears to be a ranking system below each GPS. Cool! I’ve seen some Bazaarvoice clients use these type of ads with success.
Just a couple of problems, though. Are those customer ratings? Are they the result of editorial ratings from trusted tech publications? Shall I assume it’s on a 5-point scale? Is there a reason why they’re not explicitly saying that these are, in fact, GPS navigation systems?
Here’s the worst part: when I click-through, there are no reviews to be found — by customers, editors, Circuit City staff, or anyone else who might sway me. Am I missing something? Do I need to purchase a GPS system to find these mysterious reviews? At first glance, it looks like Circuit City is taking some pointers from the Bazaarvoice consumer-generated reviews playbook. But without complete messaging in the first place, and no continuity on the landing page, the experience is broken.
Of course, we wouldn’t recommend anybody actually burn $100 bills, but least a Times Square cash bonfire would create a bit of buzz.
(*Keep in mind that, since Drudge Report rotates its ads, you may not see these same banners.)