If you believe digital display advertising is dead, you’ve misunderstood the Internet. It is in fact, alive and well. It has evolved and consistently grown over time.
Here are 10 facts about banner advertising that may surprise you:
1. Display/Banner ad revenues grew to $3.6 billion in HY 2012, up 11% from HY 2011. (IAB/PwC) 2. 80% of brand marketers increased their display ad budgets or kept at same level in 2012. (Digiday/Vizu) 3. Banner ad spending will rise from $8.68 billion in 2012 to $11.29 billion in 2016. (eMarketer) 4. Banner ads are 1.5x more effective in raising product awareness to consumers than direct mail. (Nielsen) 5. Nearly 6 trillion display ad impressions were delivered across the web in 2012. (comScore)
6. 75% of users remember the brand after viewing an online banner ad. (Dynamic Logic MarketNorms database /Millward Brown Digital)
7. Clicks don’t matter anymore. Online advertisers are embracing a viewable impressions standard that helps brands make sure their ads are seen by publishers. (Making Measurement Make Sense). 8. The new IAB Standard Ad Portfolio is 70% new. The 468x60 display banner and 10 other units have actually been retired since 2011. (IAB) 9. The new display ad units are effective. Users are 2.5x more likely to interact with a Rising Stars display ad unit than a legacy IAB ad unit and spend 2x as much time interacting with the ad. (IAB / IPG MediaLab/Moat) 10. The Rising Stars display formats have already been adopted on 5 continents and in more than 35 countries. (IAB)
The digital world is changing, led by IAB — in innovative brand and measurement units fit for the ecosystem we now live in: a new, cross screen, interactive display reality.
About the Author
As the Head of Brand Initiatives at IAB, Peter Minnium leads a series of initiatives designed to address the under-representation of creative brand advertising online. He can be reached on Twitter @PeterMinnium.