TelstraSaturn mouse pointer ad ends

TelstraSaturn's mouse pointer ad has proved to be too much for New Zealand surfers.

TelstraSaturn's mouse pointer advertisement has proved to be too much for New Zealand surfers.

The ad, which followed the mouse pointer around the screen, has been prematurely dropped from the campaign, although the standard banner ad for TelstraSaturn remains.

Three sites were running the mouse pointer ad - NZ Herald, Nzoom and Stuff - but IDGNet understands adverse user reaction to the ad meant the premature end to the campaign. The banner ads are still running on various sites.

Zivo, the web developer that designed the ad, refuses to comment on the decision.

Wilson and Horton Interactive general manager Mark Ottoway says the decision was made "at the client's request".

"There's been no dispute or any problems. We're following instructions and it was there, but now it's not," says Ottoway.

Online commentary site Aardvark made mention of the pointers earlier this week.

"While it was ever so slightly tolerable yesterday, today it has become nothing but an annoyance," commentator Bruce Simpson said.

TelstraSaturn spokesman Quentin Bright says feedback on the ad campaign was "fantastic" and he wouldn't hesitate to run it again.

"We've got a five-day banner ad campaign and we were just doing a trial on the cursor," says Bright. He says the click through rate on the ad was "one of the highest" seen.

"We were delighted. I think it's a neat little gimmick for people - they like that kind of thing."

IDGNet advertising director Kerry Dodds declined to run the pointer ad in the first place, saying IDGNet's readership is more "technically savvy" and doesn't traditionally like that kind of advertising.

"We've tried similar things in the past and they've gone down like a lead balloon with our audience - they tend to be purists when it comes to things like these," says Dodds. IDG does run interactive ads, but only if they don't interfere with the editorial space.

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