How many rotations are too many?

Carmichael, Matt
June 1999
Advertising Age;6/14/1999, Vol. 70 Issue 25, p54
Trade Publication
This article focuses on the animated banners run by Microsoft Corp. and Toyota Motor Sales USA in their Web sites. The informal rule of thumb for animated banners is that three or four different animated screens was a good threshold. However, Microsoft's banner for Web publishing software Front Page 2000 has nine different screens and the product was mentioned on the sixth screen. Toyota, on the other hand, is running one with seven screens and its product was mentioned on the fourth banner. And it is not too difficult to realize that each time text changes, fewer people are going to be watching it. The Toyota ad has a chance by drawing readers in with a question and keeping them there with humor while Microsoft's ad is not that effective because its punchline comes too late.


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