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When following banner advertising, two names stand out in financial services: Capital One and NextCard. Week after week, the duo crack the top 10 in gaining mass attention, according to Nielsen/ NetRatings.
Cap One usually takes the lead. But in June, NextCard sped ahead of its Virginia-based rival with not one but two ads. So while the debate continues on the effectiveness in general of banner ads, these two firms are making them work.
The two firms have definite similarities. Both are fast-growing, focused businesses that have had a swift rise to prominence-a few years ago NextCard didn't exist, and now it is floating bonds to fuel its $415 million loan portfolio.
But unlike Cap One, NextCard is a pure cyber-company and does very little off-line marketing. As a result, officials contend that there's a strong connection between...