The Death of the Banner Revisited

The banner ad’s demise has been greatly exaggerated. Even though it’s responsible for a $15 billion industry in U.S. display advertising, the banner sometimes seems universally reviled. Nobody — not publishers, agencies or tech platforms — seems happy with Internet display advertising as it currently stands. Leaving aside the vast targeting industrial complex, there’s the existential question for banners: Would publishers use them now if they were starting from scratch? The answer is probably no, especially when you look at the birth of “native monetization” formats on social networks like Facebook, Twitter, Tumblr, Foursquare and the rest. They’re all turning their backs on “traditional” online display advertising. James Gross, a cofounder of content-curation tool Percolate, sees this as spelling the eventual demise of the display ad — or at very least its radical transformation.

This new world with no special box is a big shift from a brand perspective and these platforms will all force companies to act more human and interesting in nature. Creating, liking, Tumbling, pinning and publishing alongside others in a way similar to how we all use these channels today. Of course, this is not a new thought, but the interesting twist I would put on it is brands, in theory, have the advertising money to buy an audience much bigger than we can afford as people, or even publishers, on these channels.

Read Gross’ full article on AdAge. Follow him on Twitter @james_gross.

 

https://digiday.com/?p=11565

More in Media

Why Google’s cookie deprecation reversal isn’t actually a reprieve for publishers

Publishers are keeping a “business as usual” approach to testing cookieless alternatives despite Google’s announcement that it won’t be fully deprecating third-party cookies after all.

Immediate deepens CMP strategy, slashes ad tech partnerships for sharper data governance

Consent management platforms at Immediate aren’t just about ticking boxes for data laws.

Teads’ M&A rumors are firming up with a deal to merge with Outbrain

The latest installment of ad tech M&A activity is leaving some industry folks surprised.