When was the last time you clicked on a banner? Was it for an event or a product? Was there an offer associated with the ad?
Since the introduction of targeted ad network technology, there’s no question that web banners are becoming more relevant to viewers. A web page can match your locally stored cookies with an ad in their network so you’re more likely to see something from a website you have visited recently. Does that mean you’re more likely to click?
After a continuous decline, the average click through rate on banners has stabilized at around .09 percent. That means that:
for every 10,000 people that see your banner 9 people are clicking on it.
Let’s go back to our original question about the last time you clicked on a banner. When was the last time you noticed a banner? There may still be value in using banners to foster brand awareness which generates the soft metrics that your CFO might not “get” but can go a long way toward growing your business.