In Hungary, from 2007 to 2009 the share of display advertising in all online media spending has dropped with more than 15%. The average CTR of classic banner ads (skyscraper, leaderboards, double banners) is half than 2-3 years ago. New types of online ads appeared.

So if you ask me: Hey MDC, Is banner advertising dying? I’d say: No, I don’t think it’s dying. (Hell I so much like referring to famous quotes). Or at least not the format itself. But the old-fashioned approach of taking an offline creative and animate the object is dead.

Those advertisers using internet just for the sake of having internet in the mediamix and create the banners the way I just wrote may double-check the post-buy analysis and see for themselves that placing ad without funny, interactive, interesting content will lead to frustration. And it’s really not about only the ad formats. It’s rather the fact that planning innovative formats will not work until the content inside is an animated print creative.

Advertisements