internet ad

Banner Ads Going Bust?

It's taken an economic panic, but the advertisers who pay the Internet's bills are starting to figure out users ignore banner ads, fretful agency and publisher execs told AdWeek.

'Internet ads are small and out of the way,' said Greg March, digital group director at Wieden+Kennedy. 'Advertisers want to deliver impact, and I don't think the impact for these ads is always that strong.'

Vivek Shah, group digital president at Time Inc., says that when budgets are tight, advertisers prefer spending their money on direct response ads over harder to measure brand ads. Shah says display advertising is "under assault."

Agency MEC Interaction's digital exec Carrie Frolich says online publishers should return to a simpler time, when ads were sold based on reach and frequency, not impressions. 'The industry is still focused on impressions as a currency,' she told. 'People are not impressions.'

今日のAlley Insiderの記事。
バナーアド(as representative of most internet ads)は結局無視されてるよね、インパクトのある表現もほとんどないし…ということですが。

確かに、現状バナーアドをクリックする人も、バナーアドでブランドを好きになる人もほとんどいないと言ってよさそう。
そもそもバナーアドは、その程度のものなのか。　それとも、バナーアドの表現にはまだ未来があるのか。　或いは、行動ターゲティングやら個人最適化やらで、バナーアドの（生活者にとっての）位置づけが変わる日が来つつあるのか。

インターネットの力は、まだ50％も発揮されていない気がします。