Article

Emma Cullen
Emma Cullen 24 September 2014
Categories Advertising

5 Tips to Beat Banner Blindness

Banner Blindness is every advertisers nightmare. Learn how to beat it today!

Back in 1997 the term ’banner blindness’ exploded in the world of online advertising after the term was coined by Jackon Nielsson in his study about how users read the web. Nearly 20 years on we are still battling with the problem of banner blindness.

 

There has even been an increasing presence in companies who are offering eye-tracking tools and ’heat-maps’ that allow us to see how users are reading a website, and in turn see if their banner advertisements are being seen.

 

Advanced technology like this is effective and revolutionary, but it of course takes time and costs money. However, there are some ways to help stop banner banner blindness, yourself today! 

 

1. Placement 

 

The placement of banners on a website is the number one way to decrease banner blindness. In an Infolinks study, it was found that up 156% more visitors saw adverts that were at the top of the webpage as opposed to the bottom of the webpage. Eye-tracking maps have confirmed that users are more likely to see banners that sit ’above the fold’ of the webpage. Confirming that the best place to put a banner is towards the top of the page.

 

2. Think outside the box

 

Do you know how many people clicked on the first banner ads that appeared on our browsers in the 90s? The CTR back in the mid-90s was about 44% (compared to today’s 0.1%). Why was the CTR so high? Experts reckon it’s because it was something new that internet users had never seen before. Banner ads have been around for 20 years now and people are used to them (part of the reason why users have become blind to them). Therefore it is more important than every to keep your banner advertisements fresh, exciting and new. 

 

Thinking outside the box and being innovative when it comes to banner ads can help you beat banner blindness. Several examples of innovative banner designs are all over the web. These include using the background of a whole website as a banner, using welcome pages to display advertisements, and adding elements such as video to banner ads to create impact. 

 

3. Relevance 

 

Creating ads that are relevant to the content of the website where it is placed is essential in beating banner blindness. According to a study by Infolinks and bannerblindness.org, only 2.8% thought that ads on website were relevant!

 

In short, visitors to websites are not going to click on ads that aren’t relevant to them!

 

You can make sure that your banners are relevant by firstly publishing your banners on websites that are relevant to your banner content: if you’re selling tools to help graphic designers, you should be publishing your banners on sites that are for graphic designers.

 

Another was to tackle this problem is by using dynamic content that will allow you to target customers based on their location, for example. 

 

4. Grab Their Attention

 

We can now understand how important the placement and location of ads is. However, it mustn’t be forgotten that the design of your banner is also very important too. Banner blindness can also be caused by poor design. 

 

One good way to beat banner blindness through design is to use faces in your banners. Eyetrackshop have used eye tracking tools and heat maps to show that users will naturally look at banners with faces more than ones without. 

 

5. Flash v HTML5

 

Finally, you should make sure that visitors aren’t being blind to your banners because they can’t actually see them. This might be the case if visitors are using a mobile devices to access the internet. If a banner advertisement is not made in HTML5 viewers on mobile devices will not be able to view the ad at all. 

 

It’s clear to see that there is plenty that you can do in order to avoid banner blindness without having to rely on eye tracking software or heat maps. Try out some of these tips - I’d love to know how it goes. Do you have any tips on beating banner blinds? Let me know in the comments. 

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
If You’re A Social Media Manager, UGC Should Be Your Top Priority

If You’re A Social Media Manager, UGC Should Be Your Top Priority

It’s high time that the marketing world rethinks what an effective social media manager actually does. Hint: it’s not chasing “likes” or showing off their follower counts. Let’s face it: so many brands today totally miss the mark when it comes to their social content. Maybe their posts come off as too “salesy.” Perhaps they’re pushing too hard, leaving their followers behind in an endless trail of “look at me” posts.

Luisana Cartay
Luisana Cartay 11 September 2017
Read more
Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

As financial services and insurance (FSI) companies strive to deliver the seamless multi-channel customer experience, the traditional marketing model has been radically reimagined. Innovative institutions are showing how cross-functional teams focusing on the customer journey can work to develop a single view of the customer – an approach that can bring tangible rewards. Yet research shows that large institutions still have some way to go in maximising the return on their investment in this area.

Aoife McIlraith
Aoife McIlraith 18 September 2017
Read more
10 Marketing Lessons From Apple [Infographic]

10 Marketing Lessons From Apple [Infographic]

The 10-year-old kid, selling ice cold fresh lemonade on the street corner in your local neighbourhood had it right. He or she may not have realized it but the simple marketing strategy that they accidentally and innocently came up with works perfectly on the people strolling by on their daily walk.

Ellie Summers
Ellie Summers 19 September 2017
Read more