[October 21, 2014]

RIP Banner Ads: October 27, 1994 to October 27, 2014

October 27 marks the 20^th anniversary of the banner ad. Plenty about the Internet - and advertising on it - has changed since then. So why hasn't the banner ad been retired yet?

Twenty years ago, 20 million people had access to the Internet via dial-up service at 24.4kps; today the online population is nearly 3 billion. Netscape launched Mosaic Netscape 0.9, one of the first widely available web browsers (soon to be replaced by Netscape Navigator). And the first banner ad appeared on hotwired.com, part of an ad campaign by AT&T (News - Alert) that focused on futuristic technological wonders - and which had a 44 percent click-through rate.

These days, a 44 percent click-through rate sounds like an impossible dream. Despite that more than 5.3 trillion display ads that were served to U.S. users last year, only four were clicked on out of every 10,000 people who saw them.* Yet the industry still has a dependence on banner ads even in a changing landscape of increased mobile consumption and escalating click fraud.

Joe Marchese, the CEO of true[X], leading engagement advertising platform that creates and measures digital ads based on attention and interaction, is available to provide commentary on the anniversary and what the next 20 years will bring. He can discuss:

• How the banner ad and click measurements are keeping online advertising from working
• What the impact will be of the first-ever accreditation given by the Media Ratings Council for attention-based measurement of both content and advertising
• How creativity - wrung out of the banner ad era - is staging a comeback with video advertising
• Why moving the benchmark from mere clicks to time spent will ultimately result in a higher quality and more captivating experience on the web

To speak with Joe, please contact: [email protected].

For more information, please visit: www.truex.com.

About true[X]

true[X] is a digital advertising company that powers engagement advertising for some of the world's top brands. In today's online landscape where consumer attention is hard to capture, true[X]'s interactive ads deliver better results through deeper engagement by delivering an improved consumer experience and more powerful brand interaction. As a pioneer and recognized leader in engagement marketing, true[X] enables advertisers to reach consumers where they are most passionately engaged across the web and mobile, including video, music, gaming, news, and sports.

true[X] is backed by Redpoint Ventures, Jafco Ventures, and Pinnacle Ventures and is headquartered in Los Angeles and New York with offices in Chicago, Seattle, Detroit, and Atlanta.

*Source (News - Alert): (The Guardian).

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