Collection of example banner ads.

Consider the benefits of using banner ads to market digitally. They provide a great way to advertise your next campaign.

Most of us agree that using banner ads as a form of digital advertising is a very flawed system. However, there are solid reasons this form of advertising has become entrenched and is not going away anytime soon. Let’s consider a few of these reasons.

They Get the Job Done

Before you cry foul on this statement, it’s important to look at the research. Banners show an increase in meaningful KPIs. Everything from brand awareness to purchases its improved. Be aware that these statistics refer only to viewable banners. Running into a problem with banners that are not viewable is just one of the many issues with banner ads on the whole.

Do You Have a Better Idea?

This is one of the problems in breaking away from banners. Digital marketing campaign values can fluctuate as much as the stock market, but the value of banners seems to stay relatively the same. Since we haven’t come up with anything else that is so consistent, it’s tough to kick the banner habit.

Banner Ads Have Been a Part of Digital Marketing From Day One

There’s really no way to predict what technologies will take hold while others fade into obscurity. We’ve seen the battle time and time again with things like Beta vs. VHS and HD-DVD vs. Blu-Ray. You never know which tech will win, and sometimes the reason for one rising above might not even be clear years later. This is basically the story of banner ads. They arrived before any other form of digital marketing, and that has given this form of advertising a foothold that has stood the test of time in an ever-changing industry, regardless of the flaws.

They’re Budget-Friendly

Marketers have to count every penny budgeted to digital advertising, and banners can be at a lower price than many other marketing avenues. When it comes to non-media spending, it quickly becomes easy to make a case for continuing the use of banners.

Is the banner a great way to advertise in the modern digital world? Probably not, but do you see anything else replacing it anytime soon?