Why the Humble Banner Ad Is Not Dead

Programmatic creative platforms will bring it into the 21st century

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It seems the writing's on the wall for the banner ad.

In 2015, "banner blindness" is real and irrevocable: More than 80 percent of digital ads go ignored, while 63 percent of millennials use ad-blocking software to eliminate them entirely. Meanwhile, native-ad platforms tout that users look at their promos 52 percent more frequently than they look at banners, and are more likely to share them with others.

Giles Goodwin 

The conclusion feels obvious. By 2017, spending on native ads on social sites alone is expected to rise to $5 billion.



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