It’s referred to by some industry commentators as ‘banner blindness’ – the process whereby website users unconsciously skip or ignore banner ads.
While the first banner ad managed to achieve a 44 per cent CTR, today, this figure sits at around 0.05 per cent. In other words, a marketer can expect five clicks per every 10,000 impressions achieved.
And according to the founders of media technology company WINR Marcelo Ulvert and Perry Lyndon-James, these numbers suggest the industry is in need of change.
That’s why they have created advertiser-funded paywall AdGate, a hybrid between the free ad-funded model and traditional paywalls.