15 Alarming Stats About Banner Ads article tells the story of current state of banner ads. The banner ad is now 18 years old. It has become a symbol of all that’s wrong with online advertising: it stands out as an intruder on webpages; and it is mostly ignored by readers.
Here are some facts picked from 15 Alarming Stats About Banner Ads article:
1. Over 5.3 trillion display ads were served to U.S. users last year. (ComScore)
4. Click-through rates are .1 percent. (DoubleClick)
5. The 468 x 60 banner has a .04 percent click rate. (DoubleClick)
6. An estimated 31 percent of ad impressions can’t be viewed by users. (Comscore)
8. 8 percent of Internet users account for 85 percent of clicks. (ComScore)
9. Up to 50 percent of clicks on mobile banner ads are accidental. (GoldSpot Media)
10. Mobile CPMs are 75 cents. (Kleiner Perkins)
And yet banner continues to be a bulwark of the online advertising system. Many publishers would like to change that.
Native advertising is hot right now, even if nobody seems to know exactly what it is. Native advertising appears to mean different things to different people.
One definition: “a form of media that’s built into the actual visual design and where the ads are part of the content.” This Infographic Explains What Native Advertising Is and Summary of Native Advertising and Native Monetization 2011 – 2013 articles give a more detailed view.
You could summarize: Native advertising is the politically correct term for advertorial. Or rather, it’s an upgrade, the digital version of an old practice dating back to the era of typewriters and lead printing presses.