In the 1980s, exhibitions dazzled potential clients with extravagant, custom-built displays. In the 1990s, however, many companies could not afford this kind of expensive display. They chose lighter, more portable stands for a time when large-scale shows were replaced by more specialized events that reflected the recession-affected industry at that time.

The emergence of pop-up banners divided exhibitors who either loved or hated them. Clients felt that it was a little more expensive then, say, a folding display, but these banners excelled at showing off a full graphic image.

Virgin Atlantic used pop-up banners to promote its various cabin classes at airports and seminars. They wanted something that was durable, portable and could maintain a very professional image. Xyratex, a subsidiary of IBM in the United Kingdom, also used pop-up banners for the launch of their Datablazer storage products.

Since the invention of pop-up advertising banners in the late 1990s by a South African, they have become very successful in the United Kingdom. They were first sold in May 2000 by a company known as Pop-up Banners based in Richmond, Yorkshire.

Several sports have adopted pop-up banners with the golf industry being the top client. In the first 12 months, 600 banners were sold, 1,200 in the next, and 2,000 in 2002. Within the golf industry, the majority of equipment manufacturers use pop-up banners because of their mobility, ease to assemble, and their cost-effectiveness. These types of banners have become increasingly visible on televised golfing events including the PGA European tour.

In addition to golf, some Premiership Football clubs, cricket, and rugby use pop-up banners as well as the popular fast-food chain, McDonalds who ordered more than 800 banners in 2003. Several leading car manufacturers, including Toyota, Mercedes, Chrysler, Porsche, BMW, and others use these types of banners because of their mobility. There are plans for Europe and eventually the United States for the market to be expanded.