Today's interactive advertising agencies usually service their clients with banner ads using GIF or Java technologies. The goal of many of these ads is to build powerful online brands that provide additional revenue streams and extend their overall market reach. While the majority of consumers connect to the web through a dial up, in order to cast the biggest net, interactive agencies must remain focused on reaching customers through the constraints of a narrowband world.
Eye catching ads are the preeminent factor in the success of online campaigns.
On the average, most companies spend several thousand dollars for the production and deployment of an online banner. The GIF type banners generally have lower production and creative costs, while Java banners require higher back end costs for programming and technical expertise. Sometimes these construction costs can run as high as the price of a midsize sedan. While the price differential is decreasing over time, as most agencies gain proficiency in producing Java banners, advertisements using Flash provide a lower cost alternative. These ads do not require the degree of programming that Java demands, while the creative and administrative costs for these ads is only three times more than that of a GIF banner.