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Even by 2007 usability expert Jakob Nielsen was still presenting studies showing that users rarely looked at display advertising on Web sites.
In the early years of display advertising on Web pages, people ignored ads because they were usually totally irrelevant. Not only that, most banner ads were as creative as you'd get from a box of crayons and a drawing pad.
The industry was quite crude in the formative years; the Web itself was pretty much a static place and it was all about hits and eyeballs. However, Web advertising's natural evolution combined with advanced tracking and analytics solutions makes display advertising no longer the red-headed step child. In fact, with ad exchanges and a much closer integration of search and display, all of a sudden people are beginning to see the once dreaded banner ad. And in a much more timely and relevant fashion.
Source: ClickZ
More on this topic
November 2011
"Of all the people who see a banner on the Internet, only 1 percent click. But the remaining 99 also made contact with the advertisement, and although they didn’t access it, they still received the message."
The advantage internet advertising has over traditional media, is that it is possible to objectively measure its impact, by counting the clicks that tell us that the reader is interested and needs more information about the product, service or brand on offer.
June 2009
Advertising on the web is not only cheaper, it is also much more effective because its impact will be known quickly and it can be changed to optimize it.
Do not spend too much time thinking about “THE big idea” for a campaign. Put different banners on the web in different shapes and sizes, in different mediums, with different ideas and concepts.
January 2009
Nielsen Online, reported a 16% year-over-year increase in visitors to the top 10 newspaper Web sites, growing from 34.6 million visitors in December 2007 to 40.1 million in December 2008.
NYTimes.com was the number one online newspaper destination in December 2008, with 18.2 million unique visitors.
October 2010
People are migrating from television to the digital media, where they interact.
Advertising is changing rapidly, to respond to rapid changes in public behavior, which is increasingly spending more time in front of computers, connected to the Internet, at the expense of time devoted to traditional media like television and especially printed media.
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