Even with some richness and interactivity, the banner has become predictable and routine. People know where it is, what it looks like, and how to ignore it. When you do what everybody else does, you don't stand out. Web publishers are trying to one-up each other in order to pump some new life into the industry and to generate more advertiser value and interest. We've learned that this is a media that can never stand still.
Online consumers are savvy to marketing, they get bored quickly and they ignore the routine.
A constant flow of innovative and creative ideas is what it will take to bring Web advertising back and to keep it interesting. Maybe it's because it is almost lunch, but I can't help but think how amazed I am that Pizza Hut can keep innovating pizza. Online marketers need to spend more time thinking about breadsticks. First off, we now have a lot more room to play with because ads are getting bigger. Earlier this year, the IAB approved new standard ad sizes for the Web.