A birthday you probably ignored, the banner ad is now 15

Over at AdvertisingAge Frank D’Angelo celebrates the 15th birthday of digital advertising. In the article D’Angelo explains how they were tasked with creating some sort of graphical ad unit to explore the new medium, specifically to create ads for HotWired, the first commercial web magazine.

If it helps you set this story more firmly in history one of the initial six companies to jump into the uncharted digital advertising waters was Zima. Oh, 1994 were the good old days weren’t they? (The other five were MCI, Volvo, Club Med, AT&T, and 1-800-Collect).

Read the article to find out what two words of copy managed to generate a 78% click-through rate on one of those ads.