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Direct to Consumer Brand Discovery

  Online Marketing Whitepaper

Online Marketing Whitepaper


The Imperfect World of Quantifying Website Traffic

Online Advertising Lingo

Necessities for Every Company with a Website

Paid Advertising

Leveraging the True Power of the Internet

Bootstrap Marketing Online


A Dated Introduction to Online Marketing*

*Note: This is the original version of a whitepaper that was authored in 2001 by iCondotta's founder and principal consultant, Stephan Aarstol. It's a useful primer, but dated - pre-Wikipedia (2001), pre-Google AdWords PPC (2002), way pre-YouTube (2005), you get the picture...

Paid Text Ads

Text ads are becoming more and more popular as the effectiveness of standard 468x60 banner ads continue to slide. See the “Online Advertising Lingo” section for a description of a text ad. Text ads can be found on both websites and in topical newsletters.

The current thinking in the online advertising industry is that, over time, consistent exposure to traditional banner ads of similar size and shape will effectively train web users to block out banner ads. Additionally, the current line of thinking is also of the belief that the overabundance of information available to people on the web has altered the way in which many time strapped web users read. Scanning a page’s text is becoming more and more commonplace. For these reasons, with all else being equal, text ads are widely considered to be more noticeable than banner ads.

To an extent, longer text ads are thought to be more effective than shorter text ads. Current thinking is that six to nine lines of 60-character text lines plus a URL is optimal.

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Authored in 2001 by Stephan Aarstol
while Director of Business Development