Is There a Higher Chance You'll Survive a Plane Crash or Click a Banner Ad?

Share this content:
Is There a Higher Chance You'll Survive Plane Crash or Click a Banner Ad?
Is There a Higher Chance You'll Survive Plane Crash or Click a Banner Ad?

Banner ads are an ineffective way to drive traffic or boost online PR for a brand. Even Digiday Editor-in-Chief Brian Morrissey said banner ads are so unappealing they've “become a symbol of all that's wrong with online advertising.

The biggest complaints lodged against banner ads are that they are intrusive and lack creativity—and worst of all are ignored by the overwhelming majority of Web users.

But despite the banner ad's major drawbacks, it remains a mainstay of the Internet, although many publishers are keen for the online marketing world to move away from it toward more fruitful and engaging options.

And those calling for its demise have quite a lot of data to back them up.

While comScore found that 5.3 trillion display ads were served to U.S. Web users last year—an increase of one trillion from 2009—research from DoubleClick indicates that click-through rates for banner ads are a paltry 0.1%.

ComScore even estimates that around one in three (31%) ad impressions cannot be viewed by users.

And the aforementioned clickthrough rates don't get any more impressive when viewed in the context of ComScore data suggesting 8% of Internet users are responsible for 85% of clicks.

Solve Media even goes as far as to say an individual is more likely to survive a plane crash than click on a banner ad!

Add to all that recent research from eMarketer into the general perception of banner ads, which found that only 15% of people trust banner ads. The equivalent figure for TV ads is 29%. The same research suggests that around one in three people (34%) don't trust banner ads at all or very much, compared to one in four (26%) for magazine ads.

But banner ads continue to be popular with a number of brands—according to comScore 445 different advertisers delivered more than a billion banner ads in 2012.

Last year, Gawker, the media news and gossip blog, made a significant move away from traditional display ads and said it would work with its advertisers directly to create new content avenues. In an email to staff, Gawker Chief Executive Nick Denton said: “We all know the conventional wisdom: The days of the banner advertisement are numbered. In two years, our primary offering to marketers will be our discussion platform.”

You heard it here first: It's deeper engagement in the form of content marketing and social media outreach that will attract online consumers of the future.

Adam Rock is managing director of TAN Media. Connect with him on Google+.

DMNotes is DMN's around-the-clock blog. Yes, a blog in 2016.

Bookmark this section and follow our RSS Feed here


Next Article in Email Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above