If you incorporate a similar color and design copy, your ad wouldn't be as disruptive as, say, a bright green banner ad on Facebook. Think of the website you're hosting on and what colors they use on webpages. If you can, try not to make your content blatantly look like an ad. How to Avoid Banner BlindnessĮven though you can't click a "Turn off banner blindness" button when finalizing your ad, there are some preemptive moves you can take to lower the probability of someone turning a blind eye to your ad. What can you do to make sure people are looking at your ads? Let's briefly go over some strategies you can try to avoid banner blindness. Also, the large placement of the ad means it would take more work to scroll past.Īds that aren't engaged with result in a loss of revenue and conversion. It's generally larger than other content on the page, and because less information is presented on mobile, it's harder to separate the content from the ad. When you embed your ad, it's harder to ignore. Mobile ads usually have special locations for ad placement, including the banner section of a webpage. If you're advertising on mobile, it's a good idea to take into account that banner blindness occurs on mobile, as well. Even if the banner section of that website stopped showing ads, I still wouldn't take notice of that section. When I notice a website I frequently visit that consistently shows banner ads, I learn to stop looking at that section of the website when I visit. When you're quickly searching for information, do you find yourself stopping to look at the banner ads? If you do, it means that you're one of the people who have learned to pay attention. I was able to deduce very quickly that I was coming in contact with an ad, so I scrolled past it. As a consumer, I know ads are usually placed in certain areas, like the banner. Though poorly designed ads do contribute to banner blindness, in this situation, the ad looks like … well, an ad. This doesn't mean the ad isn't good, by any means. In this scenario, I didn't engage with the ad for two reasons: it wouldn't help me accomplish my goal to read the daily news, and it isn't engaging enough to divert me from that goal. In this case, the banner information was an ad for The New York Times. When visiting a new site, my goal would be to quickly scour the daily headlines as soon as the page loads, so I would instantly scroll past the banner portion of the site to do that. To illustrate, let's say I wanted to catch up on some news. Even though the contents in the banner section of a webpage might not contain an ad, they're still liable to be ignored. When banner blindness occurs, it's can be because the webpage visitor is looking for something specific and doesn't want to get distracted by an ad. This can be either conscious or unconscious and is usually done to avoid interacting with ads that may disrupt the user experience. Banner blindness is a form of selective attention, in which web visitors ignore information presented in banners.
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