Banner Blindness

A term used in online advertising to describe the ineffectiveness of banner advertisements due to their oversaturation and lack of intent-based messaging.

If anything, banner ads and online advertisements are more prevalent than ever. We have more internet users than ever, and more forms of online advertising than ever.

How many of you have skipped a YouTube video ad?

How many of you use ad blocking software?

We not only ignore conventional banner ads, we do everything we can to get all forms of advertising out of our way.

Banner blindness applies to your website CTAs as well

Banner blindness doesn’t only apply to advertisers. It applies to anyone operating a website.

On the one hand, it’s a good rule of thumb to make your website calls-to-action big and prominent. There’s usually a greater chance that they’ll be noticed and acted upon. But on the other hand, when certain website elements come off as too promotional, like this one:

…then they may also suffer from banner blindness.

What do you do?

Well for starters: test. Ask yourself, “what’s going to make someone WANT to take action on this element?”

Start thinking about A/B testing and planning to implement that into your website and future advertising campaigns.

So how do you fix this?

70% of internet consumers want to learn about a product through content rather than through traditional advertisement. This is why content marketing is so effective.

They’re also more likely to share a native advertisement or content versus a banner advertisement with their friends (or family).

If you’re worried about how to measure the effectiveness of these native online ad campaigns, then some good metrics are: traffic, social shares and time spent engaging with content outlets.

Need a strategy? Then stop reading and pick up the phone. Stradics can help you with penetrating a high rate of gain from your advertising.