Commentary, conversations, observations and factoids about marketing, branding and social media strategy and applications.
Friday, November 26, 2010
Online Banner Ad Performance Declines
According to a new report released by MediaMind, average click-through rates on global banner advertising remains flat at 0.09%. In the report titled "Standard Banners-Non-Standard Results", billions of ad impressions were examined over a two-year period. The report indicated that the use of standard web banners today does not equal the results of previous years, when online advertising was in its infancy.
Better click-through results can be achieved today through the use of more sophisticated ads including rich media, video and flash. Once a new media is no longer new we tend to tune it out. When this happens marketers have to look for more innovative ways of cutting through the clutter of the online advertising environment.