Hey marketing industry, how does it feel to be the ATM of the internet? Here in New Zealand, we pump hundreds of millions of dollars into display advertising every year. And this pays for websites and content for the public to freely enjoy. That’s nice, I guess. But can we talk about all the crappy banner ads we put all over that content and what we really get out of our investment?
We’re not getting the clicks. Apparently, you are more likely to climb Mount Everest or survive a plane crash than click on a banner ad. Click through rates have fallen to 0.1 percent (ICEF). And to make matters worse, most mobile clicks are accidental (Retale), thanks to what the industry calls “the fat finger problem.”
We’re not getting the attention
