If you work in digital, every few months you hear of another study pointing out most digital ads are never seen. Commentators with antipathy toward banners respond with blog posts such as “Astounding News from Moronsville,” in which the charming Ad Contrarian Bob Hoffman wrote, “You simply cannot make this s**t up.” Alas, you’d think Zuckerberg would walk away and start an auto body shop.
Nope. Global digital ad spend is predicted by eMarketer to rise to $132 billion in 2014. Why? Because it is working better than comparable advertising channels.