Article: Are Banner Ads Poised for Creative Renaissance?
Full Article: http://tinyurl.com/creative-ads
Is there room for creative innovation in banner ads?
Will a new wave creative revolutionize banner ads? Probably not. Creative innovation is lost if the placement of the ad is incorrect. In order for creative to be impactful, it must also be targeted and part of the users experience. Since creative and media placements are done differently, this connection is always missed. Media buyers want impressions and clicks, creative wants engagement. Combining the two would create the best user experience, but when will agencies get this right? Is it lack of tools, lack of ownership or just lack of trying? The advertsing models we currently have will need to change to be leaders of the new revolution of advertising, but who is willing to take that chance?
