US search engine Ask Jeeves (Ask.com) is to remove all banner advertisements from its sites because it believes users are either irritated by them or simply ignoring them.

The move follows the company's recent banning of pop-up adverts for similar reasons.

Steve Berkowitz, president of Ask Jeeves Web Properties, said: "We're focused on creating a more satisfying search experience for both our users and our advertisers.

"Improvements we're making to our technology and design supports our mission of delivering a contextually relevant and effective experience for all."

Following research, the company found that only 0.5 per cent of visitors were clicking through on banner adverts. It will now concentrate on selling sponsorship and targeted advertising, where marketing messages only appear when the appropriate keywords are used in searches.

"Though we're removing banners from Ask.com, search marketing remains a powerful way to brand products and services online," said Mr Berkowitz. "The key for search engine marketers is to employ tools that add context and depth to a consumer's search."

Ask Jeeves UK (ask.co.uk) were at pains to point out that they will not be adopting this model in the near future, though.

Chris Babayode, vice-president of sales and business development at Ask Jeeves UK, said: "Ask Jeeves UK will continue to sell a range of display advertising products, including banners, tenancies and pop-ups, in 2003 - especially when figures from the Interactive Advertising Bureau (IAB) show that banners account for 52% of spend by advertising format."

Sources:
http://www.revolutionmagazine.com/news/view.cfm?r=1&id=96044
http://www.irconnect.com/askjinc/pages/news.mhtml?d=35234

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