The first display banner ad was served on hotwire.com in 1994. The AT&T ad asked users “Have you ever clicked your mouse right HERE?” The ad started a wave that soon evolved to the first rich media banners in the early 2000’s.
Today, rich media is the norm, with a slight increase in serving fees, the value gained from incremental engagement over static display ads far outweighs the advertiser costs. Time spent on a rich media banner is a metric typically more important than click-through rates.
But for mobile websites, ads are still f…