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Over the past couple of years, the decreasing effectiveness of banner ads has led to increased hand-wringing. When I give talks nowadays, I start off by asking who clicked on a banner ad that day. No hands go up.
Banner ads were all the rage for many years, culminating in 2007 with Google’s $3.5 billion acquisition of DoubleClick. But as more people spend more time online, banner ads are becoming the billboards of the Internet.
Billboards can be very effective.
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