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MSNBC.com Puts on the Banner Ban

06/29/2010

The banner isn’t dead, but MSNBC.com is doing its part to cut off the much-derided ad unit’s oxygen.

MSNBC.com’s new website design launched June 28th was punctuated by the decision to no longer serve banner ads, long the Web industry’s bread and butter. “The banner is dead on our site,” said Tillinghast. “They’ve become too commoditized,” particularly when they are served every time a user clicks to a new page, no matter how quickly they depart or whether they even see the whole page. But the new MSNBC.com is designed to be anti–page view to bring more content to the surface and require far less navigation by users.

Andrea Kerr Redniss, svp, managing director Optimedia, said that buyers, calls MSNBC’s approach ahead of its time. “This is definitely where the industry is headed,” she said. “Hopefully a lot of other sites will follow suit.”

It’s about time…I haven’t looked at a banner ad in years.

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