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Banner Ads...a Thing of the Past?

Banner Ads...a Thing of the Past?

According to bosses at Google’s online advertising subsidiary, DoubleClick, studies have shown that rich media ads perform far better than standard ads for both brand favourability, and for driving purchase intent.

New York-headquartered DoubleClick develops and provides web-based ad management for advertisers and agencies, and also manages the targeting, serving and reporting of advertisements across websites.

The Richer the Better?

DoubleClick’s training program manager, Hemmy Edge, said: “Standard banner ads are becoming a thing of the past as ads are increasingly becoming ‘rich’ - incorporating sight, sound, motion and interactivity to provide better experiences for viewers.

“At DoubleClick, we want to make the process for getting started with rich media ads as simple and painless as possible,” Edge added.

DoubleClick is just one part of Google’s brand awareness strategy and coincides with the recent update to its YouTube One Channel - which gives companies a YouTube brand channel with their own brand identity.

Convert Visitors to Subscribers

The paid-for platform from YouTube, a subsidiary of Google, provides brands with a visually engaging way of reaching the masses.

“The main focus of this update is to make your new channel look great on browsers across all screens and devices. It will also help you convert more visitors into subscribers with a slot for a channel trailer, and you can customise how you organise your videos and playlists so it fits your programming strategy,” Google product manager, Jeb Havens, said.

Following research from global digital analytics company, comScore, which found that nearly 180 million US internet users watched 36.2 billion online content videos in January alone, and the number of video ad views reached 9.1 billion, is it a surprise that companies are looking at more interactive ad options, such as video?

According to psychologist Jerome Bruner of New York University, new studies show that people only remember 10% of what they hear, 20% of what they read, but about 80% of what they see and do.

Similarly, researchers at the Wharton School of Business compared visual presentations and purely verbal presentations and found that presenters using visual language were considered more persuasive by their audiences, 67% of whom felt that presenters who combined visual and verbal components were more persuasive.

Visual Learners

Asbjorn Christiansen, creative director of Hollywood professional video production company, Seven Pictures, said: “A lot of people tend to be visual learners and need to see something visual in order to establish their interest. It’s also said that in order for people to make a decision, they first need to understand.

“So if you’re trying to sell a prospect and they don’t fully and completely understand what you're selling, well, you’re making your life harder than it needs to be.”

Pippa Chambers

Pippa Chambers

Freelance News Journalist at PerformanceIN - working to source the latest and breaking news in performance marketing. 

From newspapers to national B2B magazines and technology reporting, I have covered a variety of genres. NCTJ/NCE qualified.

Please email me at and follow me @PippaC1

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