Swapping Impressions For Attention: How We Can Fix Online Advertising

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.

More from WINR

The Holy Trinity Of First-Party Data Collection: Transparency, Compliance And Consent

By: Malcolm Treanor 8 June 2021

Malcolm Treanor is the COO of Aussie media technology company WINR. In this piece, he shares his top tips on first-party data collection.

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Moving To A First-Party Data Era

By: Malcolm Treanor 17 May 2021

Malcolm Treanor [featured] is the COO of Aussie media technology company WINR. In this piece, he looks at how the industry is moving to a first-party data model and what this might mean looking forward.

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Aussie publishers break free from Big Tech: The power of a consent-based first-party data model

By: Marcelo Ulvert 23 April 2021

A seismic ad tech quake recently hit the world, and Australia was at the epicentre.

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