Banner ads should not be used by digital marketers when other forms of advertising are available, it has been suggested.

Business Insider’s Nicholas Carson wrote in an article on the Advertising Age website that "banner is a lousy form of advertising" as it relies on clicks, lacks a ‘premium feel’, fails to tell a story and struggles to engage consumers without causing irritation.

He also said it is "loaded with baggage from the web’s early spam-infested days".

The Branded Entertainment Selector from Hulu was pointed to by Mr Carson as a new marketing ploy that is "bound to be more engaging and less obnoxious" than banners are.

It allows users the option of either watching videos featuring standard commercial breaks or viewing them ad-free but with a film trailer at the start.

His comments were made following advice from Matt McNeil of Sign-up.to, who said it is important online marketing services to ensure advertising campaigns are "relevant and rewarding".

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