Mobile and desktop banner ads have long been major eyesores viewed with disdain by the digital advertising industry, but BBDO claims marketers are thinking about them the wrong way.

This summer, the agency started digging into what makes banner ads work, including data on its own banners and research from 28 research sources, creating a report called “Banner Beater: The underrated tool in your brand-building arsenal.”

BBDO has good reason to pull together the report. Recent research from the Interactive Advertising Bureau found that spending on mobile banners hit $6 billion in the first half of 2016, a 62 percent year-over-year increase. And eMarketer expects that banner spend will increase 52 percent from 2015 to 2019. However, marketers still gauge their banner-ad success based on metrics like impressions and clickthrough rates.