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Reduce, Reuse, Refocus: How to Scale Your Branded Content Operation

from Digital Content Next

We're living in the age of "banner blindness," where internet users are either subconsciously or consciously (read: grumpily) ignoring display ads. This means that of the small number of readers that are seeing these ads, a truly dismal percentage — 0.05%, to be exact — are clicking on them. But this wasn't always the case. If you ask some old guard advertisers about the golden age of display ads, they might speak reverently about the pixelated 1994 banner ad (purchased by AT&T on HotWired.com) that inspired 44% of viewers to click on it. more


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