The First Digital Banner Ad - AT&T

Advertising is based on appealing to social identities developed over time by analyzing a group’s needs and desires in order to sell goods and services. These social identities are often based on a combination of stereotypes alongside information gained from surveying individuals to create a model consumer that fits a marketing mold. Visual identities develop based on these model consumer groups and build over time to create direct associations between visual aspects and social identities. With the development of digital technology came digital advertising and the first digital banner ad was created in 1994 by AT&T. 

While this ad is remarkably plain according to our modern context, it laid the groundwork for the digital ads seen today. The technology of the time meant simplicity and the visual aspects of this ad are emblematic of the early days of the digital world. The sans-serif typeface allows for readability while the colorful color-palette draws the eye to the content before encouraging the viewer to interact with the ad. Upon clicking the ad, users would be directed to find more information about AT&T. Now, digital cookies keep track of a user’s personal identities through site interactions and personal information. This information is used to make targeted ads that direct users to more relevant digital advertisements that meet the social identities they are believed to fit within based on marketing stereotypes.