Ingorning banner ads is so frequent that it even has its own name.
Banner blindness happens when people ignore ads, without moment of hesitation they simply close ads. They see ads but choose to ignore their content. Interestingly, banner blindness concerns not only ads, but also pop up communicates, sometimes very important. Is there an effective way of fighting banner blindess?
What casues banner blindness?
Banner blindness is a result of practiced habits. Think of it, users are constantly attacted by ads and pop ups. There are so many of them that it’s impossible to take a look at each one, it’s simpler to close them all. It’s even easier becasue they all appear at the same place and can be closed in the same way (most often top right corner.) Additionaly, if ads’ content isn’t related to websites’ content, if ads automatically start up audio or cover substantial amount of website – users are much more irritated. These types of ads only make reaching the information users seek much more difficult and time-consuming.
How can you fight banner blindness?
Online ads are rarely clicked, and this probably won’t change any time soon. However, it doesn’t mean at all that they are ineffective. Ads are effective if advertisers want to reach expanded target markets. Ads placements should be carefully chosen, and ads themselves should be prepared in detail. There are a few ways to effectively fight banner blindness:
- Unusual ads placement
Most ads appear at the same place and they’re closed in the same way, with „close” or ”X” in top right corner. Users know in advance ads placement and close them automatically. If ads have unusual placement they will be noticed. Remember that people tend to disregard routine and everything unconventional can catch their attention.
- Relevant ads content
Ads should appear at topic related locations, where there’s a high probability that they will attract users. If ads content is relevant it can draw users attention and interest. This also makes ads useful.
- Native advertising
Native advertising resembles website’s content and layout. At first sight, users don’t really know that they’re looking at ads. Therefore, this kind of ads is effective.
- Optimise for mobile
Banner blindness doesn’t only concern desktop or laptop users. Mobile users also tend to ignore ads. In this case effective fight with banner blindness should rely on adjusting ads for mobiles. Advertisers should definitely avoid irritating ads that are difficult to close. Moreover, this kinds of ads can discourage users to visit website.
