Banner blindness is real.
Studies show that because of the sheer number of banner ads we see every day, we get desensitized to their effect. We don’t notice them anymore. Our brains identify which parts of a web page from which we can get content or information that we need, and ignore the rest.
The blindness has become so prevalent that the click through rate for banner ads has decreased from 44% on the very first one to a staggering 0.06% in 2013.
So how do you make your ads stand out? What methods can you use to make sure your message reaches your target audience?
Here are three ways you can overcome banner blindness and get your audience to listen.
Method 1: Value.
Offer sincere value. You want your audience to notice you amidst all the noise in their newsfeed and other online streams. The most effective way you can do this is by giving them what they need. Offer them something that they can actually use. It doesn’t have to be something expensive, but it has to be of value.
Method 2: Targeting.
You want to match your offer to your audience, and you can’t do that if you randomly choose who that audience is. You need to know who you’re advertising for, what they need, and where they are in the buyer’s journey. This way, you can make sure that the content you place in front of them is something they would actually pay attention to.
When you target the right people with copy that is relevant to where they are in your funnel, you increase the chances of them taking action.
Method 3: Location, location, location.
Your audience knows where ads are usually placed in a page and they treat those areas as white noise. This is why you need to make use of alternate locations when launching your ads. Fortunately, many platforms allow you to utilize core content areas as advert placements. Facebook and other social media sites are the best examples of this. When your audience sees your copy in the same area as where they get the info they need from a page, they’re more likely to take note of your ad and – if you’re targeting correctly – do something about it.
What other methods do you use to overcome banner blindness? Share it with us in the comments!