Monthly Archives: March 2013

Alarming Stats About Banner Ads

From last week, here’s an interesting digital advertising post from Digiday about banner ads and the alarming facts about their many shortcomings.

Take your pick, there’s plenty of reasons for media buyers to change the nature of web advertising but there doesn’t seem to be too much movement away from the stalwart banner.

1. Over 5.3 trillion display ads were served to U.S. users last year. (ComScore)
2. That’s 1 trillion more than 2009. (ComScore)
3. The typical Internet user is served 1,707 banner ads per month. (Comscore)
4. Click-through rates are .1 percent. (DoubleClick)
5. The 468 x 60 banner has a .04 percent click rate. (DoubleClick)
6. An estimated 31 percent of ad impressions can’t be viewed by users. (Comscore)
7. The display advertising Lumascape has 318 logos. (Luma Partners)
8. 8 percent of Internet users account for 85 percent of clicks. (ComScore)
9. Up to 50 percent of clicks on mobile banner ads are accidental. (GoldSpot Media)
10. Mobile CPMs are 75 cents. (Kleiner Perkins)
11. You’re more likely to survive a plane crash than click a banner ad. (Solve Media)
12. 15 percent of people trust banner ads completely or somewhat, compared to 29 percent for TV ads. (eMarketer)
13. 34 percent don’t trust banner ads at all or much, compared to 26 percent for magazine ads. (eMarketer)
14. 25-34-year olds see 2,094 banner ads per month. (ComScore)
15. 445 different advertisers delivered more than a billion banner ads in 2012. (ComScore)


Newspapers That Do It Right

By Mark Hanzlik, Executive Director

This annual horn-tooting is nearly always a roundup of  “daily” newspaper choices but there’s one AltMedia publication in the batch this year, SEVEN DAYS.

The 2013 anti-doom and gloom posting in E&P today enlightens struggling publishers with some interesting sidebars, examples of newspapers stepping outside the box to generate business and maintain their advertising base.

Seven Days has received their share of press and recognition in this area before but it’s particularly sweet for the feisty weekly that has battled and practically defeated the Gannett-owned daily and other weeklies in the marketplace (since their inaugural issue in 1995).    The E&P recognition reflects on their diversified approach to generating revenue which includes creating video content, mobile & tablet apps, and several niche publications.   Seven Days has bucked the trend by maintaining strong classified, job listing and personals sections too.

Staff of Seven Days

Seven is Vermont’s largest independent newsweekly and the region’s premier source of news, opinion, arts info, job listings, personals and classifieds.