Why mobile banner ads persist in a video and playable world

Despite predictions of banner blindness and competition from video/playable ads, mobile banner ads persist and grow due to several key advantages.
Their effectiveness increases on smaller screens where ad space is more valuable, improving message recall.
Banners provide cost-effective brand awareness at the top of the marketing funnel, especially for recognizable brands.
They offer non-intrusive monetization for developers while driving clicks and in-app actions.
Modern banners feature enhanced creativity through animation and AI optimization, plus easy A/B testing.
While not ideal for all campaigns, banners deliver consistent revenue and engagement when strategically integrated with other ad formats.