|AT&T ad on HotWired.com in 1994 (first banner ad)|
I think that companies, ad agencies, brokers, exchanges, and online media channels all need to work together to revolutionize the online ad dollar. According to Mary Meeker, partner at VC firm KPCB (Kleiner Perkins Caufield Byers) and former internet analyst at Morgan Stanley, total internet ad spending in the U.S. reached $30+ billion in 2011, which is up from $267 million in 1996. U.S. mobile ad spending reached $1.6 billion in 2011. Google, Apple, Amazon, Microsoft, Yahoo, Facebook, Groupon, creative ad agencies, and all of the smaller niche players in this space, all have the cash, infrastructure, and partnerships to make something happen. There are probably a million ways to integrate online and mobile channels, social media, games, location (local and national), purchases (online and in stores), credits, bank transactions, and reward points, to shift away from banner ads and adapt with the new times. Any thoughts? Watch the panel courtesy of the TechWeek conference on LiveStream. I thought it was interesting. And then check out old online banner ads I found from 1999-2000!
Since this is a financial blog, I found examples of financial banner ads from 1999 and 2000 via the Banner Ad Museum, which was deleted but archived at archive.org's Wayback Machine. It is truly amazing how online display ads haven't changed since the late nineties! I guess you could say Google's algorithms changed the game by connecting search with display and sponsored link ads, but brands haven't really connected directly the user.
Here are Ameritrade, Merrill Lynch Direct, Scottrade, E-Trade, Datek, Optionetics, Bloomberg, Citigroup, Bank of America, Capital One, Prudential, AXA, and CBS MarketWatch banner ads from 1999 (the E*Trade $4.95/trade ad was from 2000).
Here are a few retail ads I found (Coach, GM and Compaq's iPAQ Blackberry).