Boxes and rectangles on the side or top of a website…
“Boxes and rectangles on the side or top of a website simply do not deliver against brand advertising goals. Like it or not, boxes and rectangles have for the most part become the province of direct response advertising, or brand advertising that pays, on average, as if it's driven by direct response metrics.”
About This Quote
This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation.
Traditional banner ads no longer align with modern brand objectives, being seen as direct‑response tools rather than brand builders.
In simple terms: Banners are seen as direct‑response, not brand.
Key Takeaway
Rethink ad formats for brand goals.
Themes
branding
advertising
media strategy
Mood
critical
analytical
Type
strategic
observational
When to use this quote
- website redesign
- brand campaign planning
- media buying
- creative strategy
Key Concepts
consumer perception
brand equity
media effectiveness
Questions to Reflect On
- How can brands measure the impact of non‑direct‑response ads?
- What alternatives better serve brand storytelling?
A Different Perspective
Brands may still benefit from targeted banners in certain contexts.