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Banner blindness — Postmypost

Banner blindness

Nikiforov Alexander
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Banner blindness is a phenomenon where internet users begin to ignore advertisements, often at an unconscious level. This phenomenon has resulted from the vast amount of advertising content available online. In conditions of information overload, the human brain has adapted by no longer paying attention to elements that constantly distract. This means that advertisements that once caught attention are now perceived as background noise.

Causes of banner blindness

There are several key factors contributing to banner blindness:

  • Advertising overload: According to statistics from Marilyn, each internet user encounters 430 advertisements daily. As a result, the brain starts filtering information and only pays attention to important messages.
  • Ineffective ad placement: If advertisements are positioned where users do not expect to see them, they may go unnoticed. For example, color attention zones show that cool tones indicate a lack of interest in the advertisement.
  • Content structure: Often, advertisements take up a significant portion of a webpage, leaving little space for users to perceive non-commercial information. This can lead to the ignoring of ad blocks.

Impact on marketing

For marketers, the ignoring of advertisements has serious consequences. If the phenomenon of banner blindness is not taken into account, company budgets may be wasted. It is often observed that ads receive insufficient clicks, resulting in designers and copywriters having to repeatedly revise creatives and texts in hopes of improving metrics. However, if the issue is not the quality of the content but rather its placement, even the most successful ads will remain unnoticed.

Solutions to overcome banner blindness

There are several strategies that can help combat banner blindness:

  • Optimizing ad placement: Place advertisements in areas where users expect to see them and where they can be noticed.
  • Using creative approaches: Apply unconventional formats and original ideas to capture users' attention.
  • Analyzing user behavior: Study how users interact with your content and adapt your strategy according to their preferences.
  • Reducing the amount of advertising: Decrease the number of advertisements on the page to avoid information overload.