Introduction

The first ever online banner ad was, by to day's standards, a spectacular success. It transformed the inter net and designated the world wide web as the place for publishing. Clicking on that ad, as many people did, led to a spartan landing, pacet a tan t logo. You did read the copy. Now let's see what else you can do. The ad's click through rate was about forty four per cent. That's about 800 times to day's average for advertising in an industry built on technological disruption.