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Creating a Banner Ad Worth Clicking on

This story appears in the November 2013 issue of Entrepreneur. Subscribe »

Marketers across the U.S. will spend $42.3 billion on digital advertising this year, research firm eMarketer estimates, and digital display advertising will account for $17.6 billion of that. That's great news for Google, Yahoo and other digital ad giants, but for many marketers, it means throwing good money after bad: The national average for click-through rates remains a paltry 0.1 percent.

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