There’s a great disconnect in the advertising world right now. On the one hand, everyone agrees that banner ads aren’t working. The click-through rate for banners is still one in 1,000. If you’re like most people, you’ve only clicked on a banner by accident and then cursed yourself for doing so.
On the other hand, banner ads are having a banner year. Analyst eMarketer this month had to double its online ad spending projections for 2011 because banners, a.k.a. display ads, are selling so well. By 2015, eMarketer predicts, display will overtake search ads as the top online ad segment. Facebook is girding for a $100 billion IPO and its business is mostly based on banner ads.