Did you know you have banner blindness?
Don’t worry, it’s inescapable.
We’re not helping are we?
Banner blindness is the tendency of selective focus as a web user, on only a limited set of information that helps achieve a goal. On the web, there’s colossal amounts of content. Each element is contesting every second for users’ already limited attention span. To thus work efficiently, users ignore elements that do not complete their current task – and it starts most aggressively with ads.
The Gods of Google
Those who hold all the trump cards in the ads game, i.e. the Google Media Lab, are quick to point out that multi-screen banner ads are big on brand awareness. When used and designed correctly, they enable achieving business goals of promotion, awareness or reinforcement.
They are flexible in formats, can be optimized to target key audience and are less interruptive than say TV ads that force you to disconnect from the content you’re interested in. Digital ads, specifically programmatic, also enable ‘one-on-one marketing’- which is as pointed as your strategy can get.
So what are Go(d)ogle’s guidelines when creating effective banner ads?
- Make it Convincing
An eye-catching, sometimes interactive visual with the right font, image and text goes a long way in gaining attention. - Keep it Crisp
Nobody enjoys a sermon. Keep it Simple Silly. - Be Clear
It’s a small space so use it wisely. A single marketing message or a concise call-to-action is all you need to make your presence felt and appreciated.
Is that it?
Well, we could go on a bit more.
Most businesses depend on ad revenue or advertising themselves to survive. But users only acknowledge and further interact with ads that are personal, relevant or engaging- that too only in that moment in time.
Also, owing to today’s multi-screen affinity, creatives need to cater to desktops, tablets, mobile screens and anything else that flashes, to ensure maximum and uninterrupted reach.
The Test-It Theory
As an agency, we’re very big on the ‘Test-It Theory’. Basing a strategy on your business, service, channel or audience, mix in the myriads of formats available and the stellar ingenuity of creative teams like ours, you never know which formula works unless you try A/B testing.
In a global market of inundating data, you need to be seen, heard and remembered within a split second of attention given. Lucky for us, it is also an age of technology and tools that can help. Innovative Google products like Ad Strength can help measure how effective your ad is while the internet is a source of inspired ideas and information at your fingertips.
Be curious, be creative and be conversational. It tends to add up to conversion.
Source: Nielsen Norman Group – Apr 2018 – Banner Blindness Revisited: Users Dodge Ads on Mobile and Desktop
