CYBERCRITIQUE: British Airways thinks big, lands short of interactivity.(banner ad)(Brief Article)

Advertising Age, September, 2000 by Carmichael, Matt

MARKETER: British Airways

WHERE TO FIND IT: CBS MarketWatch

CRITIQUE: Saying a lot in a little space is a difficult task, something that's always been a limitation of banners. Saying just a little in a lot of space is much easier.

Some sites and advertisers seem to have decided that the only thing wrong with banners is the small space. The answer then is hard to miss: Make them really, really big. Like huge. Like Boeing 777, physics-defying how-does-that-thing-get-off-the-ground size.

British Airways has a pretty big message to deliver, and so it's blasting it in an over-sized, 615-pixel-tall ad. That's about three times the size of a standard banner.

It's big news for BA's frequent fliers that its elite classes now can...

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