That’s a terrifying number, especially when you consider how much money you might be putting into those display ad campaigns. What is even more terrifying, though, is the fact that banner ads are actively harming your brand. Reports are stating that display ads actually leave a negative impression with potential customers, either of the product or the brand itself.

The reason for this is ambiguous. It could be that banner ads are now synonymous with viruses or that people don’t want to have their browsing interrupted. Either way, using them should be out of the picture. This is particularly relevant for Generation Z, as it is the most technologically proficient generation to date. In fact, Gen Z may be the first digitally native group in history.