h1

IS IT TIME TO PULL YOUR ONLINE BANNER ADS?

December 15, 2014

I am currently developing several cooperative digital marketing campaigns for 2015. If you think you might be interested in joining one, let me know.

In reviewing a host of online media options from mobile, native, video and banner ads, I had to take a hard look at the old-fashioned banner advertisement–the oft-maligned foundation of web advertising for two decades. Is it dead? New York Times columnist Farhad Manjoo recently argued that the banner ad was indeed in decline citing the growing number of publishers experimenting with things like sponsored (native) content.

But despite the banner ad’s reputation,there isn’t a ton of evidence to suggest it is actually going away. As Business Insider’s chief revenue officer Peter Spande put it: “On a percentage basis there’s a smaller portion of ad dollars going to banners this year than last, but in an overall dollar sense our banner business is growing at a hefty clip.” And the banner ad still makes up a heady third of Internet ad spending, according to the IAB.

The real drawback to banner ads: The growth of mobile. The ads simply look way too clunky on smartphones, a device where Americans are spending more time than ever.

My recommendation, keep the banner ads going, but make sure you add mobile and video ads to your media mix for 2015.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: