In a recent survey conducted by Marketingboss, the vast majority of respondents found banner advertisement to be highly ineffective and a vast of money.

In my opinion, it is highly surprising that 25% of the survey respondents find banner advertising to be efficient or highly efficient, while 68% find banner advertising to be inefficient.

If effectiveness is a synonym for Return on Marketing Investment, does anyone reading these lines have any concrete casestudies proving that banner advertisement was effective for any particular campaign effort?

Having worked with online (as well as offline) acquisition for many years, my personal experience is, that banner advertisement have been decreasingly effective over the years. Issues such as banner blindness, the growing number of so-called dedicated surfers and a the choice of a great number of alternative methods to effectively place advertisements and messages on the internet, have caused many advertisers to look for alternatives to traditional banner advertising.

Banner media has evolved - what´s next?
Having said that the banner media has evolved too. From basic HTML messages to animated banners, and most recently to interactive banners and video banners.
While I have no concrete numbers I can share with you, it seems that the latter banner instruments can be highly effective. Many provide an experience through interaction.

This is what I think will happen over the next few years;

- we will see more advertisers placing banners offering a promotional message as well as the opportunity for consumers to experience and interact.
- more advertisers will understand the need for a better corrolation between the initial (banner) exposure and the consumer (interactive) experience on the landingpad or campaign website. In other words advertisers will have to think more steps and interactions into the campaign for better conversion
- CMOs will become more familiar with marketing metrics enabling CMOs to measure and evaluate any media initiative, which in turn will drive the banner advertisement innovation for increased effectiveness.

Share your thought
Please share your thoughts by entering a comment, or Michael Leander Nielsen: mln - at - customaxi.com

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