• by Masha Geller , April 18, 2001

In an effort to go "back to the future," eMOTION! REPORTS.net, the new auto/aerospace site, today said they would begin offering the new "Modular Web-Ad." The approach involves huge 800x550 pop-ups, site hosted streaming video multi-media and 1200x800 message page divisions.

Just another ad format idea, right? Yes, but what's interesting about this thing is the thinking behind it. The company took a long look at how advertising is presented on the web and decided that it is very inefficient, says ER publisher Myron D. Stokes. It seems that e-enthusiasts, have asked seasoned advertising professionals to "check their minds at the door," requiring a complete revision, if not total disregard, of tried and true methodologies. But the dot-com crash, he says, is proof positive that these 'out with the old, in with the new' ideas are flawed.

So, ER is "trying to move away from a system that never really worked in the first place; i.e. the banner ad."

"Simplicity of presentation is our aim," says Stokes, explaining that the ER ad viewer has the option to turn the page or go to another channel - the same as in traditional print and e-media. End result: ads have more impact because of the re-establishment of the "lines of demarcation" between purchase intender and advertiser.

The reality of the online ad industry, Stokes says, is that the primary function of the media site is not to drive traffic to the advertiser site where presumably, the product provider is best able to close the sale, but to present the message as quickly as possible with a minimum of complexity."

All interesting points, granted, but will these guys be able to convince the rest of the ad industry to go back to the future? We'll have to wait and see.