Ad Age article says banner ads are worthless

Jeff rosenblum, who knows a thing or two about online marketing, says in an Ad Age article that banner ads are “worthless real estate sold to marketers” (his headline). Here’s the link:

He makes two claims to support this POV: (1) the environment has gotten way too cluttered, such that no one even notices banners anymore; and (2) advertisers are using the ads incorrectly as “top of the funnel” awareness and brand builders instead of “bottom-of-the-funnel” sale closing order takers. I think he’s right. You?

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Education: BFA in Painting & Sculpture from California College of the Arts (Oakland); Executive MBA in Executive Management from the Peter F. Drucker & Masatoshi Ito Graduate School of Management at the Claremont Graduate University (Claremont); MA and PhD in Media Psychology from the Fielding Graduate University (Santa Barbara). Experience: Over 40 years experience in marketing, advertising, and public relations on the client and agency sides of the business; for-profit and nonprofit, as well as government. Special Expertise: The interface between human behavior and the media. It's all about "media in mind." View all posts by mediainmind

One response to “Ad Age article says banner ads are worthless

  • Ken

    Interesting. Rosenblum maintains “To build awareness, you need something that is either a lot more interruptive, disruptive or engaging.” If the first two factors were engaged I think we would see a lower return rate to the pages in question as the technique would be annoying to the user; similar to those ads that blink so rapidly you feel as though you are about to have seizures. Of course media literacy and knowledge of ad and script blockers tends to mitigate the entire discussion.

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