What Publishers Need to Know about Reducing Banner Blindness | 11 Tips

What Publishers Need to Know about Reducing Banner Blindness | 11 Tips

With the proliferation of digital ads, website visitors are experiencing a psychological phenomenon known as banner blindness. This is the phenomenon whereby the user becomes blind to, & eventually ignores, banner advertisements.

As we’ve all seen, banner advertising is a popular means for monetizing sites. 

In addition, as it stands right now, the promotion of the social network fails to generate enough revenue for publishers or generate higher revenue.

What is the reason for this?

It’s Banner Blindness (DAMN!)

Can you recall the time when you actually paid attention to a banner ad?

Me neither!

Well, exactly. Think about all the banner ads that you’ve seen on the websites you’ve been to, and the majority of them didn’t make any impression at all?

This is because we are actually blind to banners (your site visitors are blind to your banners too).

Publishers need to ensure that they are receiving the most return on their online advertising dollar in the future as digital advertising spend is anticipated to cross $400 million in 2022. 

86% of consumers suffer from banner blindness.

The steps that you must take to combat banner blindness are crucial to a high CTR and continued monetization of your site. 

In this blog post, we’ll go over the A-Z of banner blindness, its causes, and the best ways publishers can optimize their banner advertising to avoid or overcome banner blindness with ease. 

 

What is Banner Blindness?

 

Banner blindness refers to the practice of consciously or subconsciously disregarding data shown in the ads you see online, mostly banner ads.

The Click-Through Rate (CTR) is one metric used to describe the success or failure of a specific banner:

  • %CTR = No. of clicks / No. of ad impressions X 100
  • 10 clicks / 100 ad impressions X 100 = 10 % CTR

 

Most of the time, when people are checking out a banner, Even when the ad is visually appealing or striking to look at, they usually look past it rather than directly checking it out. 

The phenomenon is even more common when users are searching for specific info on a site- they will selectively ignore looking at these ads, particularly banner ads – while scrolling past all the content on that site.

Further research is required to understand this staggering statistic. 

We need a better understanding of what causes banner blindness, and how we can stop it.

 

Cognitive Schemata

 

Cognitive schemas help organize knowledge, expectations, & beliefs about a subject (just like a mental framework). 

Users online use cognitive schema while surfing across a new blog or site. 

Having these tools on hand helps us take shortcuts in the future when facing the same environment.

The stored schemas enable users to find their way around a new website. 

When faced with a similar situation, they are able to direct their attention towards areas where they expect to find what they were looking for initially, & areas where they were able to find such information before.

The cognitive state of mind of website visitors often leads to ignoring the conventional ad spots like the right site or middle portion of the web page.

cognitive_schemata_banner_blindness

 

How Banner Ads Affects Publishers

 

Your CTRs (click-through rates) can take a hit if you place banner ads on locations where users are bound to ignore them.

People tend to ignore areas such as the top-right corner of the website or the right sidebar because they have subconsciously associated them with traditional ad areas (and everybody’s mom is doing it too).

Bummer!

Earlier, banner ads were pretty effective in bringing a good amount of CTRs to the website as they used to have an upper hand over people’s shiny object syndrome.

 However, as websites are flooded with advertisements, people have grown accustomed and have stopped noticing them.

When publishers are doing everything they can to monetize more  of their sites through organic & paid click mediums, banner ads are a serious problem (revenue-wise at least!)

Irrelevant low-quality ads displayed to the wrong audience are a surefire way to repel prospects.

Advertising on the internet keeps getting more competitive, with over 8 billion eyes viewing over 1.5 billion sites on a daily basis

It’s high time to curate your content style in such a way that your ads do not get ignored.

When publishers and advertisers understand how regular people read web pages, they can implement several techniques to keep banner blindness at bay. 

 

Factors contributing to Banner Blindness

 

Here is a list of factors that are potential causes of Banner Blindness:

 

1. Banner Location matters!

 

Your site visitors are accustomed to expecting the site layout & mapping to be like every other blog.

Hence, they skip the banner part of the website resulting in banner blindness.

 

banner_ad_location

 

2. Oops Ads did it Again!

 

A site with less content and too many ads repel visitors and cause sensory overload. 

Users get annoyed while coming across an ad clutter on the site (too many popup ads, displays ads, text ads are to be blamed too).

This leads to them ignoring all the ads.

reduce_ad_clutter

 

3. Ad Style Aesthetics

 

Ignoring ads has become the new norm now!

But what is happening behind the scenes?

Visitors to a website “know” that ads differ from the main content. It doesn’t manner what type of ad it is.

Despite all that effort, you put into fancify the ad with the font color, background, etc.

Mind that it won’t matter whether your ad is actually a useful one because, most likely, it won’t be seen.

 

4. Ad-Irrelevancy

 

ad_relevancy

 

Ad revenue riches are in the niches folks!

Irrelevant ads will only be ignored by your site visitors.

Keep in mind that users’ responsiveness goes hand in hand with how genuine and personalized your banner ads are.

It’s time to avoid banner blindness & grab lost eyeballs back!

 

How to Avoid Banner Blindness | Ad-Attention at all Costs!

 

It all comes down to the main question; how to overcome Banner Blindness?

If the ads that you design can be blendable with the site content, banner blindness will never be an issue.

Ads need to sell themselves.

Avoid Banner Blindness by keeping the following points in mind:

 

1. Blend your Ads properly

 

Having your ad look different from the rest of a webpage may attract attention and boost CTRs. 

But it’s not as easy as it seems!

Go with the background, font, type, color & overall content style that has been proven to work before.

 

2. Experimenting with Placements & Sizes

 

Publishers traditionally are using ad sizes like:

300 X 250 or 728 X 90 leaderboards 

The usual placements of these display banner ads often result in banner blindness.

Solution:

Test out different sizes and locations to get the attention of your visitors and stick with the one that performs best and drives high CTRs.

 

3. Design your Ads to captivate Eyeballs

 

Catching the eye of a viewer is crucial to converting them.

You will only lose credibility with annoying & cheap-looking ads.

Solution:

  • Keep your ads simple. Simple scales! Fancy fails!
  • Consider playing with the design hierarchy, dimensions, font, and style of your display ads and replicate the ad strategy that works.
  • Minding the contrast ratio.

 

Contrast the color scheme of your website with the color scheme of your ad. Capture attention with contrasting colors.

 

4. Powerful Call to Action

 

Copy matters!

A straightforward message is a crucial element that can break through banner blindness.

Solution:

  • Craft your CTA in a way that clearly conveys the message you want to deliver.
  • A successful CTA is enough to guide site visitors & convert them into leads.

 

5. Separating Ads from the Content

 

When users are scanning to find the content they are looking for based on the information scent we mentioned before. 

Site visitors usually skim through a blog for tips, guides, etc; 

If one of the content sections looks irrelevant, they will skip going through all your content & stop engaging with your site altogether (Hello high bounce rate 👋🏻)

Solution:

Stop mixing your ads with content in the same visual segment.

Else, site visitors will start ignoring your precious content as well.

 

6. Are 3D display ads the new hype?

 

3D_ads

 

Unlike your conventional banner ads, 3D photo ads ensure that users get to interact with gifs or 3D images within the ad display area.

Real-time customization of the product image is possible, including moving, spinning, and in some cases, customizing.

As a result, 3D display ads convert well while boring flat banner ads will cause banner blindness.

 

7. Implementing Native Ads

 

Ads shown within the blog’s feed content are Native Ads. Stats have shown that these ads are 45% faster than banner ads. Hence, they have a higher viewability.

Types of Native Ads:

  • 15-second engaging video ads
  • In-app mobile-friendly graphic ads
  • Text ads

 

native_ads

Related Read: https://www.monetizemore.com/blog/add-native-ads-stack-dfp/

8. The F-Pattern

 

A study conducted by Jakob Nielsen, a renowned web usability consultant, revealed a lot about viewers’ reading habits.

During his eye-tracking experiment, he found that visitors scan the webpage in an F shape. 

A person who visits a webpage usually scans it from top left to bottom right.

Tip

Place your ad on the page in this manner to drive conversions and increase viewability.

the_F_pattern_web_read

 

9. Implementing Interactive Ads

 

Rich media interactive ads encourage your viewers to interact with what they see so that your ads drive higher conversions ultimately.

Here are few instances of interactive ads:

  • 3D ads & augmented reality ads
  • Playable ads
  • 10-15 sec video ads (720p to 1080 p at least!)




10. Driving Engagement with Video Ads

video_advertising

Everybody finds videos to be more engaging than boring text ads.

For Instance: Since 2020, 15-second TikTok video ads have been the most successful in persuading viewers to buy the product influencers are promoting.

Youtube ads work just as well!

Tip:

  • Ensure that the video quality is bangin’
  • Longer duration videos can engage your viewers as well, as long as you are sharing valuable video content.

 

Related Read: https://www.monetizemore.com/blog/digital-video-ads-driving-more-reach/

11. Split Testing

In order to avoid banner blindness, you should keep testing a variety of options.

Try Split testing on weekly basis to see which of your ads drive higher conversions.

 

Wrap Up

 

In a nutshell, banner blindness is a critical problem in programmatic advertising. Many publishers have lost potential ad revenue opportunities.

In order to ensure their banner ads aren’t ignored, publishers need to understand how humans read web pages and constantly optimize and test their banner ads campaigns.

 

New here?

At MonetizeMore, we’ve been helping our publishers monetize their apps and websites since 2010 by delivering the best quality UX and ads.

Maximize Your Ad Revenue with MonetizeMore’s app optimization package.

 

Kean Graham

CEO and Founder at MonetizeMore

Kean is the resident expert in Ad Optimization covering areas like AdSense Optimization, DFP Management, and third-party ad network partnerships. Kean believes in the supremacy of direct publisher deals and holistic optimization as keys to effective and consistent ad revenue increases.

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