Ad Blindness: Understanding this as a Publisher or Advertiser Will Make You More Money
Banner Blindness Revisited: Users Dodge Ads on Mobile and Desktop
https://www.nngroup.com/articles/banner-blindness-old-and-new-findings/
For the past three decades the world of Digital Media and Online Advertising has seen something called Ad Blindness or Banner Blindness.
Banner Blindness refers to the phenomenon where people instinctively know the parts of a web page to avoid because ads will typically be there.
These areas include things like header banners below a sites name but above the text, or the right or left side bar of a site or blog. People instinctively know ads will appear here so they tend to avoid even looking at these parts of a web page.
Why this is important to understand is if you happen to put important elements of your site in those areas ie an e-mail sign-up form, they'll likely go ignored.
There's also a phenomenon where people view any content near an ad as toxic so if you put important information near ads people will ignore that as well.
And lastly there's another piece to this where elements even in your text that don't look like the normal part of the page are oftentimes assumed to be ads.
So why is this important to know about and understand you ask?
Well as a publisher or as an advertiser, understanding ad blindness will help you as a publisher be more effective at getting your ads seen and clicked which will in turn make you money, and as an advertiser it will allow you to put ads in places or craft ads in a fashion that won't have people immediately ignore them.
This is a fascinating article with photos as well as videos showing ad blindness in action. Hope you find this video informative and interesting.
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Thats actually pretty interesting. I think its true that people instinctively do that; myself included.
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