The Rise and Fall of The Banner Ad

The Rise and Fall of The Banner Ad

This story was originally published by

As we're increasingly discovering, there are many better and more effective ways to advertise than banner ads.




The death knell for the banner ad is tolling and few are lamenting its decline. Farhad Manjoo of the New York Times certainly isn’t shedding any tears.

The advertising design has for years assaulted site visitors with “Click Me!” shout-outs, dare ad tactics, and slow website loading times.

There’s something to be said for its influence on the history of the web. For the past twenty years the banner ad has, in a way, dictated how the web has evolved. Back on Oct. 27, 1994, the website HotWired (now Wired) set in motion the advertising revolution. It had 14 companies launch banner ads on the site, which included MCI, Volvo, Club Med, 1-800-Collect, AT&T, and Zima. Wired recalled on the banner ad’s sweet 16 that AT&T’s first ad read: “Have you ever clicked your mouse right here? You will.”

It was a success that allowed companies to monetize pages and expand across the web. The companies selling the ads could now know how many people clicked on the ad link or saw the page. This direct ad-to-purchase transparency led to advertisers learning how effective banner ads really were, and they weren’t. This meant advertisers could get a seat at the top of the page for a bargain price. But in order for site owners to turn a profit, there needed to be a change in business model – page views became paramount to the success of the website. Traffic numbers became the life-blood of editors and content creators.

Read the full article here.




Please login with linkedin to comment

agencies Campaign. The Footnotes RTB

Latest News

Image lead story Domain CMO Rebecca Darley: Tealium’s CDP Allowed Us To Personalise At Scale
  • Partner Content
  • Technology

Domain CMO Rebecca Darley: Tealium’s CDP Allowed Us To Personalise At Scale

Domain’s chief marketing officer (CMO), Rebecca Darley, said that without Tealium’s customer data platform (CDP), her business would not have been able to achieve the personalised marketing success that has made it one of the leaders in data-driven marketing in Australia. Speaking at an exclusive breakfast event hosted by B&T at Sydney’s swish harbourside restaurant, […]

Partner Content

by B&T Magazine

B&T Magazine
Man of Many Partners With NBC Universal For Red Carpet ‘Argylle’ Premiere
  • Campaigns

Man of Many Partners With NBC Universal For Red Carpet ‘Argylle’ Premiere

Man of Many in partnership with NBC Universal, stages an atmosphere of elegance for Sydney premiere of ‘Argylle’ film. Independent lifestyle publication digital publication, Man of Many, has shown its innovative approach to event management in the premiere of ‘Argylle’ at Hoyts Cinema in Sydney’s entertainment quatre. Over 400 guests were included in the films […]