A Practical Guide to Banner Advertising
Banner click-through rates have collapsed from the 44 percent HotWired saw on its first one to a fraction of one percent today, as new sizes reshape what works.
Topic
Banner Advertising
How Banner Advertising Changed Digital Marketing in 2002
Banner spending is stabilizing after two rough years, but the format recovering isn't the one that crashed: rich media replaced generic reach buys.
Why Banner Advertising Matters for Your Bottom Line
The ROI case for banner advertising now that click-through rates have fallen, and why reach still has measurable value even when clicks don't.
Banner Advertising: What Every Business Needs to Know
A decision framework for whether banner advertising still deserves a place in your budget now that click-through rates have fallen under 1%.
Common Banner Advertising Mistakes (and How to Avoid Them)
Most 1999 banner campaigns underperform for the same avoidable reasons: wrong placement, wrong landing page, wrong metric. What we see most and how to fix it.
Case Study: Winning With Banner Advertising
A small catalog spent $4,000 on banner ads in 1999 and nearly quit after a bad first week. What changed, and what it says about that year's banner economics.