Internet ad revenues hit a historic high last year, according to the Internet Advertising Bureau, with 5.3 trillion display ads served to U.S. consumers. Despite this, click-through rates (CTR) for banner ads have been declining consistently. Every year, advertisers spend billions on ads that consumers never see. No matter who your audience is, chances are they are so used to being inundated with ads online, they barely notice them at all. It’s called “banner blindness”—and yes, it can happen to your customers.
The banner advertising space is more competitive than ever, and that means advertisers must make every effort to make their ads stand out. But that means more than just designing engaging ads or having a great pitch—it’s also about placement strategy and context. After all, you have to stand out from something, don’t you? Continue reading