Why Banner Ads Are a Tried-And-True Format

Banner advertising is a tried-and-true ad format. They're simple, affordable and effective when delivered at scale to the right people in suitable environments. Because of this, banner ads made a significant comeback in the ad tech spotlight a few years ago, and we continue to see this format grow. So why isn't it time for banner ads to retire, and how can we use this technology today?

The banner ad is a simple type of advertising with a to-the-point approach, making it a magnet for conversions. The banner ad is the best way to advertise without interrupting because it has no hoops to jump through between click and purchase. 

Moreover, the banner ad is a tried-and-true ad format that is inexpensive. You can purchase them in bulk and guarantee expansive reach. By combining banner ads with more performance-driven (but more expensive) ad formats like video or rich media units, brands can enjoy ROI without forfeiting immersive, interactive experiences.

Marketers also have a chance to experiment with combining banner ads with their new types. Ad networks have started adding an audio component to some banners. Similar to how Spotify ads work in their freemium model, users will hear commercials and then see the accompanying ad. Brands also pull from rich media success stories to animate their ads and make them more eye-catching. That way, they capture a consumer's attention while cost-efficient. 

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