“Ladies and gentlemen,” the advertising company CEO said, “our banners are not delivering the value we promised our clients.  Janet, please brief the team on the specifics.”

The sales director rose to speak.  “Impressions are down.  Engagement is way down.  Targeting is non-existent.  Some units flash by so quickly that actual humans can’t see them.  The long and short of it is that our ads don’t move consumers like they used to”

Ted, a senior sales rep, raised his hand.  “Janet, hasn’t this always been the case?”

“Perhaps,” replied Janet.  “However our clients have become more sophisticated.  They expect more now.  Alternative formats and channels offer more engagement.  Meanwhile we have increasing trouble showing relevant metrics beyond impressions.”

A hush fell over the room.  The CEO spoke again.  “Any suggestions for improving our banners?”

“Better targeting,” said a planner seated at the back and idly thumbing his phone.  “Be more selective about the properties where we appear.”

“More engaging creative,” said an account manager.  “Most of our creative is still 2D”

Suggestions came thick and fast now.

“Better validation.  Our clients have less and less confidence that their ads actually get seen by real people.”

“Better data.  Let’s get more precise.

“Let’s be more selective of our client base.  Ads for sketchy plastic surgeons and cheap booze brands devalue our channel.”

“Video!  I don’t know how we’ll make it work, but people can’t resist moving images.”

“More banners!  Quantity over quality!”

A lone, junior sales rep raised her hand.  The room fell silent and all eyes turned to her.

“Let’s take the mufflers off the airplanes,” she said.  “That way, when our planes fly over, the people on the beach will hear them and look up.”

Once again, the room fell silent.

Slowly then quickly, the CEO clapped his hands together.

“Kid,” he said, “you may have just saved the Jersey Shore Airplane Banner Advertising Company.”