…the traditional display banner ads aren’t doing so bad themselves as Brad Waller points out in a Revenews article.
It seems that the primary reasons are that brand advertisers are increasing their online ad budgets by taking money from other mediums, and also improved tools to track results.
I’d also add:
- Publishers are smarter than they used to be.Â They know what kind of display campaigns will and won’t work well for their audience.
- Many sites have learned that contextual text ads don’t always earn a publisher more money than display ads, despite what you read in the media and read in blogs and forums.
- Ad networks and auction marketplaces such as Yield Manager are doing a better job of optimizing ad campaigns for both publishers and advertisers.