Display advertising: there’s still life in the old dog yet!

Dec 13, 2013 by Mark Baines Category: Advertising 0 comments

Banner blindness… the downward price spiral of click-through rates… 23% of users with banner-blocking software, and growing at 43% pa… outdated technologies… untargeted impressions…

In fact, you’d think that banner advertising was dead in the water. But actually it’s the opposite: 12.4% annual growth (IAB Research) in an industry already worth £1.3bn – now that’s what I call ‘life’!

It’s the targeting of individuals via automated buying strategies such as real time bidding (RTB) that has breathed new life into the medium. Brands are now buying individual users and impressions, with various layers of intent factoring into the price – the more relevant the user, the higher the price for that impression.

Talk to me about how every penny you spend can pay for itself in banner advertising – and I’ll dispel that myth about the death of the banner!

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