Despite its benefits, display advertising also comes with challenges:
a. Ad blindness: Many Internet users have developed “banner blindness,” where they unconsciously ignore display ads, reducing their effectiveness.
b. Ad blockers: An increasing number of users use ad-blocking software, which prevents display ads from appearing on their devices.
c. Click Fraud: In some cases, click fraud can occur, where automated bots or competitors click on ads to waste the advertiser’s budget.
d. Low engagement: Display ads, especially banner ads, often have lower engagement rates than other forms of digital marketing such as search ads.
e. Creative Fatigue: If the same creative is shown over and over again without variation, consumers can become apathetic to ads, leading to reduced profitability.
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