In a direct e-mail campaign, many of the names on the list of recipients come from a marketer's internal customer list. Moreover, the brand message gets mixed in with editorial content. And in newsletter ads, text is often the only way to present a message. A knock on e-mail newsletters has been accountability. Advertisers are promised a certain number of e-mails when they buy these campaigns, but there's always some doubt as to whether the complete transaction occurred.
Cost is always an issue when planning a campaign.
Vertical Ads Vertical and skyscraper ad units are taking online advertisers to new heights, including the price they're willing to pay for them. A recent Jupiter Media Metrix Inc. report shows the volume of vertical ads jumped from 30 million a week in late February, when they were first introduced by the Interactive Advertising Bureau, to 280 million a week by mid-June. For this, make the five to ten words that little box has space enough for compelling and attention getting, and give importance to color and graphics. As you create the text for your banner ad, rely on themes like fear, curiosity, humor, the big promise etc. Bright colors almost always out-perform the reds and the blacks, which are less effective.