News Future: Getting Beyond the Banner (and Beyond the Banner in Disguise)

An interesting discussion on different online ad formats, arguing that all online advertising that doesn't meet user needs, will eventually fail. That includes skyscrappers, interstials, pop-ups etc.

So if advertiser products and services are instrumental in satisfying user goals, then advertiser goals can be satisfied at the same time. I agree that there will always be clients willing to pay for what is now traditional online advertising, but Iím suggesting that banners in disguise, no matter how much bigger or better they are, wonít collect the lionís share of Internet advertising spending in the future. The industry will be dominated by successful advertisers who have figured out how to satisfy their goals by satisfying their usersí goals.