Take banner ads, for example. They have an almost laughable overall clickthrough rate, with the notable exception of rich media and video banners. What does this tell us? That digitizing billboards is a tall order. Is this a shock? The equivalent is like throwing your average commercial for car insurance on YouTube and asking for it to perform the same way. Again, metrics indicate where people are, and what they do when they get there. The internet isn’t failing advertising, our insights are.
via Big Orange Slide.