What 30 Years of Banner Ads Teach Us About Relevance and Reinvention
30 years of banner ads have shaped the online advertising landscape—from the first clickable box on Hotwired.com in 1994 to today’s AI-powered, data-rich formats. The once-novel ad unit, known for a 44% clickthrough rate at launch, became both a digital staple and a creative challenge. Now, the format is undergoing a quiet revival.
From static GIFs to shoppable video, the format has evolved alongside the web itself. Despite fierce competition from search and social, 30 years of banner ads prove the format’s resilience. Display advertising continues to find a role, especially in omnichannel strategies and brand-building campaigns.
Lexlab’s head of digital, Maija Gwynn, offers a unique perspective. During the dotcom boom, she helped pioneer cost-per-acquisition (CPA) banner deals at ninemsn—before the pricing model was mainstream. With CPMs hitting $100, this shift unlocked new revenue streams and redefined performance media in Australia.
Today, Maija sees a return to smart display, with programmatic site skins and social display delivering wide reach without the complexity of custom builds. While banners may no longer dominate spend, she believes they still work when backed by creative relevance and contextual alignment.
As the industry re-evaluates display’s place in the media mix, the humble banner is being recognised not for what it was, but for what it can still do—build awareness, support strategy, and deliver results when executed well.
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