Avoid Ad Banner Blindness

Avoid Ad Blindness

What is Banner Blindness?

The term banner blindness was created in 1997 by Jan Panerp Banway and it refers to online users ignoring the display ads on websites either consciously or unconsciously. This is a huge problem for advertisers since seeing your ad is key to obtaining a purchase. Due to our short attention capacity we tend to only focus on the information that we think will be beneficial in completing our tasks, like navigation bars, and headlines, and we tend to ignore everything else. Unfortunately, for advertisers’ banner adverts fall into the category of ignored parts of the web page. Here are some of the causes of Banner blindness.

Location

Nothing will give away an advertisement faster than its location. Adverts are typically found on the top of a web page, the right-hand side of a site, or sometimes right in the middle of the content. As a result, users have learned to go blind to these locations and scroll past them. Additionally, due to the law of proximity people also ignore information that is grouped together if they deem it to be irrelevant to their task. Meaning, if a user sees and ad on the right hand side of the page with other similar looking displays grouped with it they are going to look away from that section of the site.

Layout

Some people suggest creating these bold and elaborate adverts that will cause users to be engaged and thus not able to look away. However, this technique only goes so far. As previously stated, users turn a blind eye to content that they conclude irrelevant to their task. Thus, having a banner that screams I don’t belong on this page tells the visitor to just scroll on by. Furthermore, banner size and style are usually the same across the board again triggering the user that this is an ad and they should look elsewhere for relevant information.

How to Avoid Banner Blindness

Native Advertising

Practicing Native advertising can be the cure to banner blindness. These ads are designed to match the feel and content of where they are utilized. This removes the initial decision that the content is irrelevant and leads to a higher view rate, Dedicated media concluded that Native ads are viewed 53% more than banner ads.

Be Non-Traditional

Going outside of the norm can get you further when it comes to ad creation and placement. We suggest using adverts that go against the grain when it comes to size, Typically ads are 728x90 for leaderboards and 300x250 for rectangles and are placed at the top, bottom, or right sidebar. in order to decrease banner blindness we suggest altering the size of the