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Banner advertising – Why do we ignore most of it? Posted in Branding Online, Digital Strategy, Online Advertising, Concocted by Fred Roed, 6 comments
Published on 17 November 2009

Admit it: you’ve never really clicked on a banner ad unless it’s got a hot chick on it (if you’re a guy) or if there’s a diamond ring (if you’re a girl) involved. We all suffer from ‘banner blindness’, and the other dozen desperate ads that blink and flutter around the articles we read recede into the background.

It makes our job very hard as digital marketers. As much as we shout about the ‘brand building’ properties of buying space online, nothing really beats a solid, honest-to-goodness click-through to a client’s website. This is the Holy Grail of online advertising, and it’s worthwhile to examine the top 3 reasons why internet users avoid banners at all costs.click_me

Reason 1: We’re living in the Attention Economy
You can read more here, but to summarise: a) we’ve exposed to too much information online, b) we’ve become better at filtering out unnecessary information, c) our attention is thus worth more than it was in the past.

Reason 2: We’ve had too many bad experiences
Trust me, you can click on 50 banner ads and the odds are that 49 of them will lead to poor experiences on the other side. This means either a) the page that you’re led to (the landing page) does not match the promise of the banner b) the execution on the page you come to is terrible.

Reason 3: Banners interrupt our browsing experience
Let’s face it. You’re not there to look at freaking banners. You came to a specific page for a specific reason. The banner is an interruption; an aberration in your online journey. Marketers who understand this know that the best way for a banner to work is to augment the content on the page. Relevant, functional banner content is the way forward. An example is throwing up relevant, up-to-date stock prices on a banner appearing on a financial site, or a finance calculator on a car site.

There are more reasons, sure, but these three highlight the main reasons why you’ll probably ignore 99 out of the next 100 banners you see. If we, as marketers, understand these reasons, it will set us on the right direction to creating banner adverts that convert.

In the meantime, check this out: “Probably the best banner advert in the world

Read more posts by Fred Roed

Fred Roed

Fred is the CEO of digital marketing agency World Wide Creative. Fred co-founded The Heavy Chef Project, as well as Ideate, a forum for African entrepreneurs. Fred focuses on online brand building, marketing strategy and loud Hawaiian shirts. Fred is famous for his sartorial excellence, long diatribes about music and fanatical attention to detail when making pizza. Follow Fred on Twitter: www.twitter.com/Fred_Roed

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  1. Chris says

    Thanks for the link, got to love that banner ad :) prob also worth noting that text based online ads have much better success rates than picture based ads if anyone is thinking of buying.

    Big love to the Heavy Chef cru, from the Huddlemind cru :)

  2. Fred Roed says

    Agreed Chris – Google text ads are the better alternative, but banner ads seem to hold so much allure in the client’s mind. I think banners can work, but we just need to apply our mind & think a little differently.

    Thanks for the love Chris, see you soon mate.

  3. Fision says

    You forgot the golden internet rule. You dont click on anything you dont have to. That way you get to avoid virusses and spyware.

  4. Trumpess says

    Comment
    Agree with a lot said here, as all too often banners don’t really deliver the brand experience or product info consumers are seeking. My pet hate are pop-ups and other forms of floating banner, that really drive me crazy. Interruption marketing and advertising might have worked once but not any more.

  5. Tory Loverink says

    Thanks for your publication. What I want to say is that when searching for a good online electronics store, look for a site with full information on key elements such as the security statement, safety measures details, payment procedures, along with terms and also policies. Usually take time to look at help and also FAQ segments to get a greater idea of how the shop functions, what they are capable of doing for you, and how you can make the most of the features.

Continuing the Discussion

  1. test probering guld linked to this post on December 17, 2011

    test probering guld…

    [...]h I actually wanted to write a brief word to be able to thank you for those l 0l[...]…





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