A few years ago Business Insider famously published an article entitled “It’s More Likely You Will Survive A Plane Crash Or Win The Lottery Than Click A Banner Ad.” Their list of things you’d have a greater chance of doing:
- Winning a Mega Millions lottery prize
- Getting accepted to Harvard
- Completing Navy SEAL training
- Climbing Mt. Everest
- Surviving a plane crash
Why the contempt? Well, back then banner ads were fairly limited. They could only say so much and do so much. Advertisers were limited to :15 of motion and a hard KB limit. Jump ahead several years and not a lot has changed. While targeting has gotten more sophisticated, there’s still not much opportunity for storytelling. Especially when you’re dealing with a 320×50 or 728×90 ad unit…
How Facebook’s New Ads Make a Compelling Case for Content Marketing
