Save the Banner, Ditch the Click
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While there are some standout exceptions, the banner ad has seen better days. Although it was once a bona fide breakthrough in marketing, issues like banner blindness, ad blocking and poor performance have brought ROI into question. Add the fact that, according to an Adobe study, 33% of consumers find display ads completely intolerable, and it does seem like it’s time for the industry to move on.
For better or for worse, however, the banner is an integral part of the ad ecosystem. And while legacy alone isn’t a good enough reason to keep it around, its relative simplicity makes it worth taking a closer look at what digital’s first format could — and should — be doing. After all, what if the banner isn’t broken at all, but misunderstood?
Hanging up on the call-to-action
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