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15 reasons to think twice about banner ads

Giles White - Saturday, March 23, 2013
Have you ever met someone who said they found banner ads useful? I thought not. With many years under my belt in the magazine publishing industry I understand the origin of the banner ad legacy but it's become a symbol of all that’s wrong with online advertising. Banner ads are like party gatecrashers - they are not invited, no one wants them there and they ruin the experience for everyone else. So why do they continue to proliferate the Internet despite being mostly ignored by readers?

15 facts about banners to make you wonder if there’s got to be a better way

1. Over 5.3 trillion display ads were served to U.S. users last year. (ComScore)
2. That’s 1 trillion more than 2009. (ComScore)
3. The typical Internet user is served 1,707 banner ads per month. (Comscore)
4. Click-through rates are .1 percent. (DoubleClick)
5. The 468 x 60 banner has a .04 percent click rate. (DoubleClick)
6. Users can’t view an estimated 31 percent of ad impressions (ComScore)
7. The display advertising Lumascape has 318 logos. (Luma Partners)
8. 8 percent of Internet users account for 85 percent of clicks. (ComScore)
9. Up to 50 percent of clicks on mobile banner ads are accidental. (GoldSpot Media)
10. Mobile CPMs are 75 cents. (Kleiner Perkins)
11. You’re more likely to survive a plane crash than click a banner ad. (Solve Media)
12. 15 percent of people trust banner ads completely or somewhat, compared to 29 percent for TV ads. (eMarketer)
13. 34 percent don’t trust banner ads at all or much, compared to 26 percent for magazine ads. (eMarketer)
14. 25-34-year olds see 2,094 banner ads per month. (ComScore)
15. 445 different advertisers delivered more than a billion banner ads in 2012. (ComScore) 

Surely, after 18 years of suffering, it's time to put the long-suffering, creatively devoid, out-dated magazine-style banner ad out of its misery?

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