Rebecca Maynes says, “You are exposed to an average of 362 online display ads a day. How close are you to buying anythingwhen you see those ads?

Online display ads have been around for over 20 years. They’re nothing new. But over the past 2 decades, the content, format, and messaging of display ads have changed dramatically—because they have had to!

The click-through rate of that first banner ad in 1994 was 44%. CTRs have steadily declined, and were sitting at around 0.1% in 2012 for standard display ads (video and rich media excluded), according to DoubleClick. Advertisers had to do something to ensure that their ads were seen, andengaged with—ads had to be a useful resource, and not an annoying nuisance.

It’s important, however, that the focus is not firmly fixed on CTRs. Yes, online display ads have largely been considered a tool for direct response advertising, but more recently, advertisers are understanding the importance of reaching the right person, in the right mindset, with an ad that can be seen“.

Click-Through Rate Isn’t Everything: 8 Ways to Improve Your Online Display Ads

MOZ Blog

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