INTERACTIVE: IBM

As the recent Yell Awards have shown, trying to pick out aesthetic and functional reasons for rewarding banners is a little difficult.

As the recent Yell Awards have shown, trying to pick out aesthetic

and functional reasons for rewarding banners is a little difficult.



A restricted palette - both in terms of actual size and number of frames

- means that creative treatments for banners can be somewhat

difficult.



The most effective banners state what they have to say simply and

cleanly and let the user get on with it. This is the case with IBM’s

e-business banners. Although only one execution was spotted on the

thisislondon.co.uk site, it was well laid out and got its message over

effectively with the minimum of fuss.



One wonders when sites will be able to use banners produced in

Flash/Java; perhaps creativity and flair will then be part of on-line

campaigns.



Publishers’ restrictions really are holding advertisers back.



Client IBM e-business

Brief Not supplied

Created and produced by MindShare Digital

Address www.thisislondon.co.uk



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).