Planning in High Heels

Posts Tagged ‘display

It’s news to no-one that on-line advertising is in a truly alarming state. Every quarter brings frightening statistics on the revenue shift from display to search and social and on the precipitous decline in click-through rates.  (Currently less than 0.1%) MSNBC recently announced the removal of all banners from its site (although there’s some debate over the definition of a banner).

 

Infographic documenting a day's browsing courtesy of Isaac Pinnock, Made by Many

 

Prevailing wisdom in some quarters is that this doesn’t matter very much-that the demise of the display industry validates what so many of us have been saying for so long about the need for engagement versus interruption. That the demise of the banner heralds the rise of the platform; rich, useful and entertaining brand experiences.

I’m a passionate believer in the power of the platform. I think it’s essential that we start to move towards big, business changing digital ideas. The web can transform the way consumers interact with our brands, changing not simply brand perceptions but business models. The challenge is that there are any number of smart, engaging digital platforms out there that simply can’t get traction because no-one stopped at the outset to ask: how will people find us?

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  • @shesaysuk @nishmarobb so true! My little girl loves to tell me "I'm the leader!" and "I did it all by myself!" 2 hours ago
  • Clue is in the title. Programmatic. Neither inherently good nor bad, just code. Up to us what we programme it to do. 2/2 2 hours ago
  • So much chat about the end of ad tech. To misappropriate Churchill, it's not the end. But it may be the end of the beginning. 1/2 2 hours ago
  • RT @NHSMillion: On the day that Article 50 is triggered, please RT to show support for our amazing staff from the EU and the rest of the wo… 19 hours ago
  • @TessAlps agree entirely. Smart and contextually relevant ad tech cd be great, but seldom happens due to cost and data mining challenges. 2 days ago