In 1994, AT&T ran the first banner ad on the site now known as Wired.com, asking, “Have you ever clicked your mouse right here? You will.” It reportedly had a 44% click-through rate (CTR) — and from there, the digital advertising industry was born. Today, the average CTR is somewhere around 0.2%, so the time has long gone since marketers could rely on sheer novelty for clicks. But that’s not to say the format hasn’t…
