According to the article "digital display advertising is dead."
The argue that when the average banner ad has 0.1 to a 0.04% click-through rate (CTR), according to HubSpot, you’re more likely to complete Navy SEAL training or survive a plane crash than click a banner ad or Americans are 116 times more likely to survive a rattlesnake bite than intentionally click on a mobile ad.
So what is the next frontier for digital ads? The migration to social media channels seems to be the new direction, but using the same old tactics. The article argues "If you rehash display ads as sponsored content on social media, they’re going to be easy to ignore. Banner ads on social media are just puffery"
The article points to 3 key plays that advertisers need to think about for advertising on social media:
The goal is not to plug the product— the goal is to plant content in such a way that the audience members will respond to it and discuss it amongst themselves.
By elevating the conversation to a topic much bigger than a brand, it generate a dialogue that talk about a specific product can’t deliver.
When the content isn’t conversation-worthy, the focus has to be on the delivery.
In summary, advertisers need to think like their audience and think about why their audience uses social media...to have conversations and exchange information, not to hear about a product. New and innovative ways of advertising beyond the banner ad are critical in this new and developing path for advertisers.
http://www.forbes.com/sites/groupthink/2013/10/04/online-advertisings-next-frontier-connecting-with-human-beings/
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