©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
It comes as no great surprise that advertisers display little respect for online banner ads. Click-through rates are down, and consumers tend to be more engaged by the interactive nature of social media and video ads rather than something static, industry observers say.
But don’t write them off just yet: Standard banner ads continue to account for the majority of online advertising impressions, according to MediaMind, a provider of digital ad products. A recent MediaMind global benchmark study found that since the peak of their decline in 2008, the average click-through rate (CTR) has remained steadily at around 0.09 percent.