Banner Blindness

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Banner Blindness - Aditya R

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Transcript of Banner Blindness

Page 1: Banner Blindness

Banner Blindness - Aditya R

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Banner Blindness - Aditya R

Yr. 2008, Online Adv in US reported a revenue of $11.5 billion by Q3

Huge chunk of the money was made merely by impressions and not by

CPC or CPA

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Banner Blindness - Aditya R

Yeh!!!! I own a site I’m gonna get rich

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Pardon me web publishers,

but people don’t notice your Ad banners

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Banner Blindness - Aditya R

What????

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Banner Blindness

Is it some wacky stuff that makes people blind when they see Ads.

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Banner Blindness - Aditya R

Not really….its our subconscious that quickly learns where not to

look.

*Conditions apply (we’ll come to this bit later)

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and this is not just a HCI thing..

But the answer lies in how the human brain thinks. Research proves that the human

brain is extremely focused to a task at hand.

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Real life example

Man.. I hate these 7:00 am

stand ups…

No matter how flashy these billboards are..they are not going to disturb you unless …

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Real life example

Subconsciously you are willing to get distracted…. or

Errr…. Traffic signal again

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Banner Blindness - Aditya R

Real life example

Human nature kicks in, you can’t help but get distracted.

Wow!!!!

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Stop laughing guys this is scientific

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Not kidding… but its scientifically proven that the phenomena of billboard / banner blindness does not apply to a stimulus that kicks in a “particular”

human instinct.

You can obviously guess which one

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Observe this

• Billboards are usually placed at traffic signals• Where ever there is scope for traffic to stop• Dead ends or hair-pin bends.• Anywhere where people are not in a focused

mode of attention.

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Back to online billboards

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People have learnt where not to look

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Or any thing that looks like a banner

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Banner Blindness - Aditya R

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So have people “decided” not to notice banners?

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No… its just that they don’t notice them until their task at hand is complete.

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Now what do we do??

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Now what do we do??

• Weave banners in the interaction rather than using the blast gun method

• Identify logical and intermediate task breaks in your website.

• Preview the banner during an intermediate task• Present the banner when task complete.• Ensure the banner is relevant to the context of

the information on the website.

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An example – Air ticket booking service

• What kind of Ads?

User looks for a flight

plan

Selects a plan

Pays for a ticket

Destinations (incredible India)HotelsCab serviceTravel Baggage equipment ….

Ad Banner Ad Banner

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Questions?

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Happy Publishing!!