A lot has changed for businesses, too. For example, businesses' websites are completely different than they were eight years ago. Websites created in 2007 look, feel, and function totally different than their 2015 counterparts.
While there are several factors that go into launching a successful retargeting or display advertising campaign, none is simultaneously so critical and so widely overlooked as banner design. While examining the results of several banner ad A/B tests, three principal takeaways emerged, and they may not be what you think.