INTERACTIVE: Microscope

By JANE OSTLER, digital communications pla, campaignlive.co.uk, Friday, 04 April 1997 12:00AM

This e-zine, Microscope, is great for looking at creative and compelling US banner advertising. Microscope offers a little critique of the top banner ads. It’s updated once a week and it’s on my top ten list. Despite the limitations of banner sizes, it shows you can do interesting work and integrate it with other communications. It’s also a showcase for new technology - Java banners are especially good - and you don’t have to visit the site to do something.

This e-zine, Microscope, is great for looking at creative and

compelling US banner advertising. Microscope offers a little critique of

the top banner ads. It’s updated once a week and it’s on my top ten

list. Despite the limitations of banner sizes, it shows you can do

interesting work and integrate it with other communications. It’s also a

showcase for new technology - Java banners are especially good - and you

don’t have to visit the site to do something.



There are goals for good Web advertising that most people would agree

with - using the medium appropriately for the brand, and understanding

the user’s experience. We’re setting up our own small-scale internal

awards scheme for media and creative work in Web advertising. It also

shows, as the Millward Brown study in the US indicates, that banners

have a brand value over and above the click rate.





Co-ordinated by Paschall St Clair, LLC

Brief Create a weekly showcase for the most creative advertising on the

Web

Created by Paschall St Clair

Programming Rich Paschall

Address www.pscentral.com



This article was first published on campaignlive.co.uk

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