I'll let you know upfront that I work in advertising as a graphic designer. I've said it a few times before but I feel that this disclaimer is necessary today especially.

I decided to check the Star-Tribune website this morning and was greeted, as the page loaded, with what has become the norm as of late from the newspaper of the Twin Cities. The background of the web page was covered with a repetitive background advertisement for Caribou Coffee. Other days I have noticed K.Hovnanian Homes, Denny Hecker and a plethora of others whose advertising must not be very effective as I fail to recall it.

I understand the necessity of the ads on the right hand side of the page. From mini-browsers to skyscrapers to small tile ads as well as banners and leaderboards; they are here to stay. Not to mention the text link ads which are far less intrusive and actually more effective.

The entire page background, though, is where I draw the line. I drew that line at another place five years ago as I was approached to create a pop over ad pimping my employer at the time on their own site. I firmly dug in my heals and stood my ground until the president of the company himself said that it was going to happen regardless. I then created the most simplistic ad ever and due to the growing use of pop-up blockers; it was soon history. Not to mention that it didn't earn the company a single buck and caused a landslide of e-mails which I simply forwarded to the president. He quickly got the hint.

The background ad, though, has some plusses I suppose. It appears that it was sold in tandem with a rollover ad on the front page but I wonder how effective the background itself is. Is it seen as intrusive by increasing load times? Do advertisers realise that not everyone has broadband internet access quite yet? Do website users even notice the background or write it off as a solid color as they peruse the page?

I know that if I was approached by a customer wanting to create a campaign like this, I would try to steer them in another direction but I would also encourage them to try whatever tactics they wish so long as they are unobtrusive to users. After all, these people pay my wages so I am not going to say no to anything...

Posted in Posted by Sornie at Tuesday, December 12, 2006