Ten Things to Do Besides Banners
We are familiar with great decline of banner click rates. It's funny how we now look at a 0.2 percent click rate and think that's good. There was a funny parody of "Adweek" called SadWeek that appeared when the dot-com bubble burst around 2001. One article was headlined, "Banner Click Rates Drop Below Zero Confounding Marketers and Mathematicians."
The industry has combated it several ways including research to justify the branding power of banners (which I whole heartily believe in). However, branding clients always agree with a campaign being about the brand until they read their reports. Then, they start to look at things like clicks and action rates.
