Banner ads are dead and internet users are becoming increasingly banner blind, according to wallpaper advert enthusiast and co-founder of WeTransfer, Nalden.
Ahead of the banner ad's 19th birthday this year, Nalden spoke out as WeTransfer reached 16 million monthly users, claiming the banner ad had had its day and was lagging behind full screen wallpaper adverts. According to the file sharing service, click through rates for wallpaper ads reach up to two per cent while banner ads achieve an average 0.014 per cent.
"The average internet user is dealt over 1,700 banner ads a month, so it's no wonder they're becoming banner blind," said Nalden. "We are adding relevance, experience and creativity to our advertising."
The company has pushed against banner advertising since its early days in favour of full screen amid what it says is a growing demand for "cutting edge creativity and the highest aesthetic standards".
"The big advantage of WeTransfer over other file transfer services is that we have had a highly effective business model right from the start built around quality, performance and user trust.
"More and more advertisers are understanding the value in this and moving away from the 'spray and pray' approach seen with banner adverts."
WeTransfer includes Red Bull, Samsung, Google, Nike and Heineken among its advertisers and the site offers a 'plus' feature which allows brands to exhibit three rotating wallpaper images which can link to any website.