Where does the banner go?

I will make a prediction. The banner is dead. The poorly executed not so well thought out banner is no longer. I don’ t think I am saying anything new really, not to those in the know, but to those of you that don’t…THE BANNER IS DEAD.

As a digital arm in the number one media agency, I believe experiences are key to driving digital into a new era. Some agencies, ad and media, have dawdled…pondering how they became so successful so quickly. Then they stopped pondering, knocked a few more banners out and went back to patting each other on the back.

Creating and bringing content to consumers is what we should be doing with digital. Taking guides and bringing them to places of communication. Opening up channels of communication through great digital ideas. Driving consumers to interact and build our brands. Most importantly though, not being afraid of trying something new, something cutting edge.
I think its the duty of both planners and clients to question what digital teams are doing… are we really driving value or are we bannering? Would it not be better to deliver a more valuable experience to the consumer than what appears to be an actual offer of value in creative. Yes, I understand the need for high volume activity but can we at least do something creative within this arena.