HotWired introduced the world to display advertising on October 27, 1994. It received an unbelievable 78% click through rate; but since then, it's been all down hill. Today it's estimated that less than 16% of all US internet users click on banner advertisements.
I was one of the 78% percent who clicked on a banner for the first time. It was simple graphic with a big logo. I clicked on it, well... because it told me to. I don't even remember what was being advertised. I thought the whole thing was kind of stupid.
I've watched the industry grow from infancy. I've listened as we shouted from the rooftops the death of traditional advertising. And then smiled when we stumbled and got our comeuppance. We were the snot nosed kid brother of advertising.
We're almost an adult now, and that means taking on more responsibilities. It's time to think about what we want to be when we grow up.
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