As the advertising space becomes more crowded, it is not possible to give every advertisement the same attention.
Some ads are almost completely ignored.
The phenomenon of “banner blindness,” which is growing among digital media users, can negatively impact your advertising strategy.
This article will explain how to overcome banner blindness.
What is a banner advertisement?
We must first understand what a banner advertisement is before we can begin to understand banner blindness.
A banner ad does not pop up. Pop-ups have an “x” that you can click to remove them from your screen. They are blocked by ad-blocking plug-ins on your browser.
Ads that are embedded into a webpage by an ad server are called banner ads. They are displayed in the middle, top, or bottom of the page.
As they are static ads, banner ads are also sometimes called “digital billboards.” They are meant to get the reader to click away from the website and visit the site of an advertiser.
Although banner ads can be embedded in any website, they’re most common on news or aggregation websites.
They are not sidebar ads because they aim to grab the attention of the reader before they scroll down the page.
A banner of this type can be added to a web page by a brand in order to promote a product, an event, or enriched material.
If, for example, one of our posts discussed best practices to increase sales, we could add a banner that linked to this ebook.
What Is Banner Blindness and How Can It Be Prevented?
Imagine the last time that you really listened to the sound of your heating or cooling system kicking in.
After a while, you may have become accustomed to these sounds and tune them out in your daily life.
The blindness caused by banners is very similar.
Banner blindness is a term that can be used to describe a form of unconscious selective attention.
Look back at the last time that you visited your favorite news website.
A banner advertisement was at the top of this page.
Did you notice it?
You may have already started to scroll to the content without realizing what it was or even before the page had fully loaded.
After a while, if a reader is used to seeing ads on websites, they will likely scroll down to the desired content without even looking at the banner advertisement.
The banner advertisement on the website will eventually serve no purpose, as the viewers won’t look at it directly, let alone click on it.
What can you do to avoid banner blindness?
Advertisers can be affected by banner blindness, which can lead to a loss in ROI and revenue. It can also result in a drop in conversions.
Your brand’s reputation or reliability can be damaged in the worst case if your ad appears as an interruption or distraction to the content that a viewer is looking for.
To combat banner blindness, digital marketers must be more creative with the design and layout of their ads.
Here are six tactics to help you avoid banner blindness when running your advertising campaigns.
1. Look Like an Advertiser
Ad burnout and banner blindness are closely related.
If advertisements constantly bombard visitors to a website, they will not want to click on offers or engage with the ads.
To stand out among the many banners and ads in sidebars on websites, your ads must have a unique look that does not immediately appear to be an advertisement.