With more and more digital media innovation on the horizon,
many have gone so far to say that banner ads are dead. Sure, we’re becoming
more creative with social ad formats and video content but let’s take a step
back.
The first banner ad ran in 1994 on Hotwired.com and had a
click-thru rate (CTR) of 78%. In the 1990s CTRs
for banner ads dropped to 3% and most recently it is at a mere .1%. There
is no denying that display advertising is on the decline but I wouldn’t venture
so far to say that banner ads are dead. They are merely getting a facelift to
address the burnout. In fact, I think they will be around far into the future but
the way that we buy them, serve them and engage with them will change
dramatically. Today, display ads are more creatively appealing, better targeted
and more intricately measured than ever before. A recent DigiDay article (http://bit.ly/KeHoqC) reinforces this
perspective, stating that Google continues to invest heavily in its range of
display ad products and technologies. The article states that user consumption
has changed as small ad sizes (468x60) now only account for 3% of ad
impressions while the three dominating ad sizes (rectangle, leaderboard and
skyscraper) account for 80% of ad impressions. To demonstrate the change in media buying and
consumption patterns, ad exchanges and technology companies with advanced
targeting and innovative creative abilities are gaining traction with
double-digit growth. Before you draw your own opinion about the future of
banner ads, check out this video which highlights 10 insanely clickable,
amazingly engaging banner ads: http://on.mash.to/KdPgtc
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