Dive summary:
- Banner ads are attacked by marketers for low click-through rates, but many brands still spend considerable amounts to buy the supposedly ineffective ads; these five stats help to set the record straight about banner ads. [see full list at Digiday]
- Oversaturation of the market is one claim marketers make against banners ads, but ComScore says the typical American is presented with 1,707 banner ads each month compared to 6,000 TV ads.
- Banner ads have a low response rate, but that is typical of all advertising; the focus should be: is there a positive ROI?
From the article:
"Thirty-four percent of people don’t trust banner ads at all. Well, 35 percent of Americans think dinosaurs roamed the Earth at the same time as humans. And, hey, did you know 50 percent of people have an IQ below 100?"
