"The Backlash Will ComeTwo weeks ago (November 24, 2008), Ad Age ran this:
It's not going to take advertisers long to figure out that online display advertising has been a failure as an interactive medium (see Two In A Thousand.) It can't sustain its growth for long with a response rate under 2 in a thousand...
Right now, we're still in the frenzy part of the adoption cycle in which every marketer thinks she has to be doing banner ads on the web...
Web zealots can do themselves and us a favor...and derive a set of principles that help advertisers use the medium in an effective way.
Unless they do, they will face a backlash. It may not be this week or this month, but it's coming."
"Is The End Near For Display Ads?Despite the fact that display ads are remarkably ineffective, Ad Age is wrong in suggesting that "the end is near" for them. The end is nowhere in sight. There are three reasons for this:
...Web publishers and agency executives said they are under growing pressure to prove the value of online display advertising..."
1. Banner ads are cheap.So don't worry. You'll have the opportunity to ignore banner ads for many years to come.
2. They are a great source of alibi advertising.
3. The metrics are so arcane, no one knows what they hell anyone is talking about.