adverts appearing next to each other they may feel overwhelmed.

 

Graphic adverts are also harder to regulate. Let?s consider Google allowing adverts to be changed frequently and without regulation. The advertiser could claim affiliation from the website they are advertising on, and contain keywords such as ?ipod? which cannot be contained within a text advert. Although more regulation and quality control could be in place, a pornographic image for example could be made to appear in an advertiser?s adverts unknowingly.

 

Text adverts also have a broader market appeal, as advertisers don?t generally have the in house resources to create an image advert, but do have the in house resources to write a text advert. This could mean that a wider array of advertisers find text advertising accessible, through text adverts being less burden on the advertiser, and being easy to change.

 

Text adverts are also cheaper for the advertiser to create, where as a graphically designed advert may cost in excess of $200. Through removing this fixed cost advertisers may be willing to allot a higher rate to advertising itself; thus benefiting the advertiser and the publisher.

 

Text advertising appears to be the preference of the advertiser. They pay a CTR (click through rate) and only receive targeted traffic. This removes risks from businesses that previously had to worry that adverts were not only seen, but clicked on and stimulating sales. As CPC (Cost Per Click) is more relevant to text adverts, advertisers are able to gain exposure without needing a high click through rate to be effective.

 

The big brands are willing to advertise in both formats however the broad market appeal of text inevitably makes it the winner. As flash websites disappear with image adverts, it is becoming clear that text and information is the preference of the website users.

 

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