Banner blindness is when website visitors ignore website banners, often due to perceiving them as irrelevant. Visitors tend to view websites in an F-pattern, making it important for advertisers to consider this when creating campaigns. To combat banner blindness, advertisers should make banners highly visible, relevant, and not look like banners. Hiring an internet marketing company can also help increase advertising revenue.
Banner blindness is an Internet phenomenon characterized by website visitors ignoring website banners. Some web analysts theorize that banner blindness is the result of website visitors intentionally or subconsciously deciding that information presented in banner ads are irrelevant. Therefore, website visitors assume that important content is delivered via text only. Given the prevalence of the phenomenon, website advertisers are always looking for ways to increase the chances that their banner ads are read, their brands are recognized and their links are clicked.
It has been noted in studies that website visitors tend to view websites in an F-pattern, scanning the top, bottom, and then middle of a website for relevant information. Banner blindness is especially likely to occur when ads are brightly colored or flashing, because these ads can impair visitors’ F-pattern eye movements. Site visitors interpret this type of advertising as a distraction and instead simply train their eyes on the text.
Banner blindness is important for web advertisers because it provides insight into the viewing habits of website visitors. Web marketers must take banner blindness into consideration when formulating advertising campaigns for their products, or they may miss out on potential prospects. If a web marketer understands that users value text and hyperlinks more than flashy graphics and images, she can begin to formulate a campaign that will be better received on the Internet.
Despite the reluctance of visitors to view banners, web advertisers can use some tricks to get the attention of potential customers. When creating a banner, the text should be highly visible and easy to read against a contrasting colored background. Advertisers can make their banners more likely to be read by ensuring that banners display content that is relevant to the website. Banners shouldn’t look like banners if they want to be noticed; Website visitors have been known to ignore content because it is displayed in a manner characteristic of a banner design. Website owners may also try placing the banner in an atypical place, because website visitors ignore areas where banners are commonly displayed.
If website owners are having trouble reading and clicking on their advertisements, they might consider hiring an Internet marketing company to help. An Internet marketing company can experiment with banner design and placement and determine the best areas to place advertisements on a website. Leveraging these types of services can increase advertising revenue and make a website more profitable.
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