Banner ads used to be the online advertising’s holy grail, until native advertising came along which is now considered as the industry darling. But banner ads had gotten a full overhaul. They are no longer static that are targeted to the wrong crowd at the wrong time. Banner ads can be a premium, rich and compelling unit that plays an important role in any marketer’s online campaign. Banner ads still matter today and here are some reasons why:

1. Canvas is sophisticated. Ads should be authentic and tells a story. The most compelling ads are those that drive users to interact and not just because they are looking for something but because they are interested in the story that the product has to tell. The banner ad has moved way past the basic WordArt GIFs and the canvas’ that are available today is more versatile than ever. Story telling is basically limitless. Banners can offer highly interaction and serves as landing pages on their own. Many of these interactive banners can be shared in easy formats.

2. Banner Ads are Data Driven. Today, banner ads are tightly interwoven with data. We have deep insight into the browsing, shopping and buying habits of users. Much research is put into delivering the right advertiser to the person at the right time but this same data should be used to dynamically update the creative message itself – ensuring that each message is crafted for that individual user. Additionally, the greater insight available in advanced creative ensures that the data is being used to its utmost efficacy.

3. One Size Fits Almost All. There is a new approach to banner ads that allows for more focus on the creative. Much more than that of custom native content, codes, technology and responsive design architecture can be used in developing actual ad units. Coupled with data-centric thinking, banner ads empowers marketers in targeting the message to the right user without the regard for screen size or resolution

In simple terms, innovations in digital advertising have elevated the banner ad to new levels of usefulness, effectiveness and sophistication. Rather than viewing banner ads as an outdated advertising format, brands should consider them as unique as well as powerful solutions in bringing in conversion and conversation. Storytelling is at the center of the campaign and with all the advances in ad technology, it has empowered today’s marketers in telling stories more effectively.