Another myth / hypothesis of the RadicalMarketer is backed with data. Thanks for Mc Kinsey for the UK survey.
The reason why the “Radical Marketer” advises his brands to spend more on Paid Search, instead of the internet banners are proven with data now.
However, where the McKinsey study lacks is; this chart doesn’t get into detail of which banners are annoying. We advise companies to use banners only to selected, targeted consumers with a respect for their interest (this translates to good media planning and targeted banner creation for each specific media).