The way most agencies conceptualize banner ads is seriously flawed. The internet is a fundamentally different consumption medium than TV, so wake up!

Amazingly, it appears as if the entire industry has forgotten how consumers interact with advertising. The isolation bubble of mediocrity surrounding agencies and clients has become so pervasive that a thought loop rarely circles most people's squishy skulls. How did this happen and why? At which point did the process become so removed from the consumers' interaction with our product that we lost touch with them? The result? The proliferation of banner advertising so removed from the consumer that it's amazing half these people still have their jobs.

Why does the internet ad banner suck? Well, let me tell you why -- then I'll tell you how to mitigate what's wrong with it.