How Do You Make Display Advertising More Effective?

How do you make display advertising more effective? Writing for HyperEmpowered.com, Marc Schiller answers: “Turn it into a utility. I was impressed today by a display ad that I came across on Yahoo! News for GE. Rather than show us a nice pretty image and clever tagline, the ad promotes a live web event with GE’s CEO Jeff Immelt. What I liked most about the ad is that when you click on it, it expands to open up a window where you can input your question for Immelt directly from the banner. The fact that the event is today, makes the ad all the more effective.”