According to today’s New York Times, retailers spending money on expensive display ads are receiving less bang for their buck than advertisers using text ads (i.e. AdWords). Ironically, the article appeared below a banner ad for Grand Auto Theft:
And just to make sure the expensive ad was extra-annoying, it kept unfolding over the article:
The good news? Most big companies, like the ones mentioned in the Times article, still are working off the old TV brand-building mindset online. For smart advertisers, the downturn in online advertising is an opportunity – cheaper clicks, less competition, and more chances to be friendly and helpful, rather than in-your-face and annoying.