Is the death of the display ad a certainty?

When was the last time you clicked on a banner ad on purpose? According to Solve Media, an advertising consulting company, you’re more likely to survive a plane crash than click on a banner ad.

In the early days of banner display advertising, it was possible to get a 50% CTR (click-through rate). Thanks to banner blindness, the phenomenon of people ignoring and looking past banner ads, a 50% CTR is unheard of nowadays. These ads can be annoying and disruptive and often get overlooked by internet users. According to Google Doubleclick, the average display ad CTR is now 0.1%.

In addition to banner blindness, another advertising obstacle brands face is the growing popularity of ad-blocking software. A study by Hootsuite found that 42.6% of internet users worldwide use ad blockers.

Source: Hootsuite (Infographic from https://backlinko.com/ad-blockers-users)

As more consumers are actively avoiding ads, it’s time to question the traditional advertising methods. The average person is estimated to be bombarded with between 6,000 to 10,000 ads daily.

The best way to stand out from the crowd is with a sonic identity. Many consumers ignore most types of advertising if they can help it, but music can reach your target audience even if they aren’t paying attention. Using thoughtfully crafted sound as part of a holistic approach efficiently conveys your brand’s message and values while forging an emotional connection with the customer and increasing brand awareness.

Display advertising isn’t going away, but it is no longer as effective as it once was. Incorporating a sonic branding strategy into your marketing plan is the best way to cut through the clutter and make an impression.