Consumers are desensitised to standard banner ads [infographic]

Is the banner ad dying a slow online death? Advertisers still  invest in it, but according to Adform’s Quarterly Media Barometer consumers are increasingly desensitised to standard banner ads while it is rich media formats are getting results.

The study reveals that the time consumers spent engaging with rich media went up by a vast 74% between Q1 and Q2This coincides with a spike in online video advertising playtime, which increased by 6% in Q2.

The Barometer also reveals that traditional banner ads are considered ‘not up to standard’ by consumers, and warns advertisers of the importance of embracing cutting-edge and stimulating rich media solutions to achieve higher levels of interaction for online campaigns. 

New innovations keep consumers switched on

The Barometer, which analysed over 90 billion ad impressions in 18 countries across Europe, also reveals that engagement rates with rich media ads is over five times higher than that of standard banners and that advertisers that have already made an investment in rich media ads saw a 9%  increase in brand exposure quarter on quarter.

Gustav Mellentin, CEO at Adform says that consumers are switching off to ads which offer no creativity or relevance to them.