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Much has been said about the death of the traditional banner ad, and new benchmarking research from Adform highlights the format’s inability to compete with more dynamic digital offerings. Not only did rich media ads deliver 267 percent more clickthroughs than a traditional banner, but banners also came in dead last in in-screen impressions. Telecommunications companies seem to have already tapped into this trend, as one recent report said they are putting as much as 77 percent of their mobile spend in rich media and video ads.
But even for those underperforming banners, there’s an audience.
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