blind eye to online advertising

Banner Blindness

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Take a moment and think about how much money your company spends on advertising. Do you have a good estimate, or even an exact number, in mind? Now think about how much of that money is going toward online ads. How many people do you think see that advertisement on a random website? It’s likely that thousands, even millions of people saw your banner (depending where you placed it).

Just because the users saw these ads doesn’t mean they really internalised them. In other words, they saw them, but didn’t do anything about them. More numbers show that up to 50% of clicks on banner ads are accidental and that only 8% of users make up for over 85% of clicks. Most Internet users have something called banner blindness. People are turning a blind eye to online advertising because they are just too used to them.

Fighting banner blindness sometimes feels like an uphill battle, but there are ways to overcome it. There are forms of display advertising that actually work. You just need to switch things up.

• Make Your Ads Relevant - Ignoring a banner ad is easy because the messaging is typically not relevant in any way, shape, or form to the content on the webpage. A person is more likely to click on an ad that is relevant to their interests.

• Make Your Ads Interactive - Interaction allows a user to stay within the original page, but it also provides an opportunity for you to introduce your brand. It allows you to actively promote your product and asks the user to truly see what’s going on, without forcing them to your website.Include visual clues in your interactive banners to show users that it won’t take them away from the content they were reading earlier. Things such as scroll bars and tabs let users know that the ad won’t be invasive.

• Retargeting - Retargeting is a way to keep your brand in the forefront of customers, even after they’ve left your website. Let’s say a potential customer visits your site. They put a few things in their cart, but leave without ever checking out. If you’ve done your retargeting right, your website will drop an anonymous cookie onto that customer. When they get back on the web, they’ll start seeing your ads when they are browsing other locations. This is especially important because it targets users that have already expressed interest in your brand and may just need a reminder to give you a second look.

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