Banner Blindness - Aditya R
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
Banner Blindness - Aditya R
Yeh!!!! I own a site I’m gonna get rich
Banner Blindness - Aditya R
Pardon me web publishers,
but people don’t notice your Ad banners
Banner Blindness - Aditya R
What????
Banner Blindness - Aditya R
Banner Blindness
Is it some wacky stuff that makes people blind when they see Ads.
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)
Banner Blindness - Aditya R
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.
Banner Blindness - Aditya R
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 …
Banner Blindness - Aditya R
Real life example
Subconsciously you are willing to get distracted…. or
Errr…. Traffic signal again
Banner Blindness - Aditya R
Real life example
Human nature kicks in, you can’t help but get distracted.
Wow!!!!
Banner Blindness - Aditya R
Stop laughing guys this is scientific
Banner Blindness - Aditya R
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
Banner Blindness - Aditya R
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.
Banner Blindness - Aditya R
Back to online billboards
Banner Blindness - Aditya R
People have learnt where not to look
Banner Blindness - Aditya R
Or any thing that looks like a banner
Banner Blindness - Aditya R
Banner Blindness - Aditya R
Banner Blindness - Aditya R
So have people “decided” not to notice banners?
Banner Blindness - Aditya R
No… its just that they don’t notice them until their task at hand is complete.
Banner Blindness - Aditya R
Now what do we do??
Banner Blindness - Aditya R
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.
Banner Blindness - Aditya R
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
Banner Blindness - Aditya R
Banner Blindness - Aditya R
Questions?
Banner Blindness - Aditya R
Happy Publishing!!
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