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?