Banner ads have fallen on rough times. According to BusinessInsider, banner ads started to die in 2012. A recent article from Digiday presents some abysmal stats for this 18-year-old advertising medium: trillions of these ads are served to US users yearly, yet the average click-through rates are less than 1% — in fact, the CTR averages .1% (or less; 468×60 banners average .04%). This same article describes banner ads as “a symbol of all that’s wrong with online advertising.”
That’s a pretty harsh sentiment, and the statistics are hard to ignore. Content marketing and native advertising are quickly overtaking the banner advertisement.
But is it time to completely write off this advertising medium? Why not take a closer look at why banner ads are so ineffective? After all, while this form of technology may be dying, it’s not dead yet – opportunity could still lie by taking corrective action.
Digiday reports most banner [...]