The world of digital creative began back in the mid-90s when Wired invented the banner ad. According to HubSpot's chronicle of the beginning of digital ads, Wired devised a plan to set aside portions of its website to sell space to advertisers and charged them by the hour — not per click — for the chance to showcase ads on their website. These early days were a time of experimentation, and with such a small amount of the U.S. population online, click-through rates were high and banner ads seemed like the wave of the future.
Fast forward to today, and click-through rates for banner ads are less than one-half of one percent. Marketers care more about impressions, building up brand familiarity and gaining the trust of potential customers than just simple clicks. So, how did we get here?