Marketing folklore has it that the first banner ad was launched in October of 1994 on HotWired.com (now known as Wired Magazine). There were a slew of banner ads presented on HotWired that same day—companies such as Club Med, MCI, and Volvo were all on the list—but it was AT&T’s ad that made a lasting impression and, subsequently, became known as “the world’s first banner ad.” Ironically, the banner read “Have you ever clicked your mouse right here? You will.” Once clicked, the ad sent the user to a campaign for AT&T. In an article addressing the changing effectiveness of banner ads, FastCompany stated: “AT&T’s wasn’t the only clickable campaign that ran on HotWired that day, but the irony of its message is hard to beat, given that most people today don’t click banner ads.”
In 1994, banner ads were innovative and exciting; internet users were curious and inexperienced. Now, however, banner ads are over 20 years old, and have lost much of their magic. The internet is a well-traveled landscape. According to FastCompany, “most banner ads have an abysmal click-through rate of .08%.” Today, banner ads are considered an annoyance, constantly striving to deter the consumer from their initial content goal. While native ads perform the same task (deterrence), they do so in disguise, appearing in context. According to Ezoic.com, “Native ads are having a moment because traditional paid media is becoming less effective year-over-year due to banner blindness running rampant.”
Banner Ads Are Dead, But Video Advertising is Alive and Well
While native advertising is clearly more effective than banner advertising, video advertising is truly where the money resides. According to ExactDrive.com, the latest projections suggest that video ad spending will reach $6 billion by 2018.
There are several different types of video advertisements that can be utilized.
Linear Video Ads: Linear ads are ads that appear either before, during, or after the content and cannot be fast-forwarded. Ads appearing before content, are also known as Pre-Roll.
Interactive Video Ads: These ads take over the entire screen, pausing the content, and allow the viewer to click for more information.
Overlay Video Ads: These ads occur simultaneously with the content. When clicked, the content is paused, and the ads take over the entire screen.
Companion Video Ads: Like overlay video ads, companion ads occur simultaneously in the form of the infamous banner ad. They often contain static images or text and remain stationary as the video is being watched.
A Few Statistics on Video Advertising
- Companies such as Amazon and eBay report that adding a video ad to a product description increases the chances of a shopper buying that item by up to 35%.
- 92% of B2B (business-to-business) prospects consume online video.
- Videos, unlike banner and native ads, can be shared digitally.
- Over 4 billion videos are watched on YouTube every day.
*Statistics from WhiteBoardAnimation.com
Banner ads are dead, but video pre-roll is on the rise. Check out our Solution Brief for details on how to make video advertising work for you!