by Lucian Trestler, Strategy Director at BBH London and editor of BBH Labs & Jack Colchester, Senior Data Strategist at BBH London.



Banner ads are used to drive sales from the bottom of the purchase funnel and are often sold as a cost effective way to extend the reach of a campaign. But it is not a media that is associated with building brand fame. Why? Because the medium is the message.

More specifically, the perceived cost of that medium, is the message.

There’s a reason why banks were originally in big marble buildings, engagement rings cost 3 months’ salary, a peacock’s tail makes up (a very inconvenient) 60% of its body length. “Just as in the natural world, advertising works, not despite its perception of costliness, but because of it.” This is known as costly signalling. In fact the new luxe is spending two grand on a bag that looks like a 40p IKEA bag, because you are SO rich that you can spend a crazy amount of money on something that others can only afford if they buy the really cheap version. It’s costly signalling gone meta. And costly signalling is not an opportunity the medium of banner ads has ever offered to brands.


For just 1 penny more than the most expensive advertising space sold to date (£4.5mil superbowl spot), the banner space at the top of this post and the fame that comes with it, can be yours.

For sales inquiries please contact the team at


7 Responses

  1. what!!! you want the tail to wag the dog!! Who the … is BBH Labs.
    Your logic is sound… but your platform also needs to attract a few more ‘captives’ (bums on seats – if you would be so crude)
    PS: if you want more of my time (to explore who BBH ARE) it is yours freely at £4.3m a minute

  2. And this article took two senior people at BBH to write?! Then how many are involved in a single piece of work you do for the clients? A gazillion?

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