But they can be overcome, and it will happen when web banners are treated in the same was as bus banners. Bus banners need to capture their audience quickly and send the message in under two seconds. The audience is made up of random people, a disadvantage not faced by web advertising. These people are usually paying attention to other things, hopefully the road. The simple flash of the brand name and product is all that the advertiser is after, usually to reinforce a wider marketing campaign.
Bus advertising is usually short and humorous, and for obvious reasons contains no animation.
There are already web banner marketing strategies that make sense. Content based banners are usually more effective, for example advertising mail probes on a virus information web site. Targeting the audience is more possible on the web than on the side of the bus. Web banners expect to capture an audience with ineffective methods to produce unrealistic results. The click-through focus should be alleviated.