We found an excellent article on banner advertising written by Mitch Joel on his blog, Six Pixels Of Separation – The Twist Image Blog. The article is a bit old (actually dated on September 10, 2008) but what’s said in it is nevertheless true today:

Do you know anyone who clicks on banner ads?

Somebody must be. Media companies are still praying that banner ads will save their print business. Online ad networks keep popping up offering advertisers a multitude of Websites willing to run whatever they throw at them for a very competitive CPM (cost per mille-thousand) price. Some will even take banner ads on a CPA (cost per action) basis – meaning, if someone doesn’t click on the banner and get the action they desired (buy, give information, etc…) the advertiser does not pay.

Read the entire article

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