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Banner Advertising is Not Dead
Many media and account planners were quick to dismiss display advertising as inefficient and not worth the creative investment to create them. However, with technology and innovation such as rich media and retargeting, banners are poised to rise once again. Leading media investments are projected to surpass search engine marketing (SEM) spending by 2016.
Are these banner units effective you ask? Well, research findings show that retargeting increases the effectiveness up to 2.5 to 3 times more than a regular display ad. Video ads are also 3 times more likely to generate a click or engagement than regular display ads. So don’t forget to complement your SEM plan with a banner campaign, especially for experiential products like travel, education or real estate.