If you’re a digital marketer, you’re probably already familiar with the concept of banner ad blindness, which happens when website users simply stop mentally registering the presence of banner ads and ‘stop seeing them’. This can happen because of advert saturation, boredom or over-familiarity with adverts, and it’s a situation that advertisers have long grappled with. In this blog, we’ll take a look at some of the ways you can tackle banner ad blindness and mitigate it for better engagement.
Know what causes banner ad blindness
Selective ad blindness happens when users are inundated with too many loud and competing visual cues on a page. This means if adverts are too repetitive, too aggressive and not correctly targeted, even the best HTML5 banners will fail to hit the mark.
Use Targeted HTML5 banner ads
When you use targeted HTML5 banner ads designed by expert providers such as thebannermen.com/banners/animated-ads/html5, you have a better opportunity to remove the risk of banner ad blindness. You can do this by adjusting the placement of the adverts so that they are not always located in obvious spots where viewers expect to see them. This prevents them from automatically scanning past the typical advert spot.
By using HTML5 ads, you can also create more engaging adverts that are better targeted to your end customers, and this helps to boost engagement and encourage higher levels of conversions. You can also take advantage of the versatile nature of interactive display adverts by designing them so that they don’t look so obviously like adverts. Again, this prevents users from automatically scanning past them and gives you a better chance of a clickthrough.
In short, banner ad blindness is a well-known phenomenon in digital advertising and the best way to avoid it happening to your digital advertising campaign is to be very mindful of the placement, size, design and style of the advert you choose to employ. This can help you to get better results from your campaigns and reduce the missed opportunities to convert a visitor to the page in question.