Banner Ad Blindness and Sneetches: A Case of Following the Flock
By Terry Heath · Print This Article
One of the first methods many bloggers approach to monetize their sites is selling space for banner ads. However, studies show visitors have become blind to banner advertisements. In “Banner Blindness: Old and New Findings” Jakob Nielsen reports:
The most prominent result from the new eye-tracking studies is not actually new. We simply confirmed for the umpteenth time that banner blindness is real. Users almost never look at anything that looks like an advertisement, whether or not it’s actually an ad.
Eye tracking studies show either a reader will scan content looking for a quick fact, and not be diverted to advertising, or dig into an article they find interesting and not be distracted by ads. The studies also show readers ignored design elements which appeared to be ads, whether they actually were ads or not.
It isn’t exactly new information. Neilsen refers to similar findings from a study he was involved with in 1997.
But it is interesting to see what bloggers do with the information. We continue to sell banner ads even though it may not be the best use of the client’s advertising dollar or the most productive use of space on our blogs.
One popular banner-ad defense comes under the guise of “branding”. The idea is keeping your company’s image in the minds of people who are not ready to act now, but may be in the future. It’s the perfect smoke screen for low-performing media such as banner ads because the emphasis is not on click through.
For most online marketers, this sort of branding doesn’t work:
- Branding campaigns are expensive, depending on heavy market penetration or reach.
- Branding campaigns require constant impressions over a long period of time to achieve significant results.
- Branding overemphasizes the possibility of an emotional response. People don’t search the Internet looking for relationships with products, they want information.
Although studies like Nielsen’s show banner ads have for the most part become ineffective, many blogs continue selling banner space. The question which begs to be asked is, “Why?”
One of my favorite Dr. Seuss stories begins:
Now the Star-bellied Sneetches had bellies with stars. The Plain-bellied Sneetches had none upon thars.
These stars were small and served no purpose, but the Star-bellied Sneetches bragged they were the best on the beaches and soon the Plain-bellied Sneetches had stars installed on their bellies.
The blogosphere often runs parallel to Sneetch Beach. The Banner-bellied bloggers are seen as superior and everyone else copies them, forgetting or even denying, like the stars, banner ads are practically worthless. Perhaps one day the trend will reverse itself and it will be considered cool to be “banner free”.
Or perhaps we’ll simply ask ourselves what actually works instead of worrying about what’s plastered on our bellies.
Yes, I’ve noticed in my stats for the products I promote as an affiliate that text links get several times the number of clicks that banner ads do. It’s refreshing to see somebody actually state the truth that people DON’T click on banner ads instead of parroting the party line about “branding.” Personally I’m not looking for a relationship with somebody, I just want the best deal I can find on a product!
Darlene Norris’s last blog post..Reiki For Cats
@Darlene: The truth hits bloggers in the pocketbook because it isn’t too hard to get someone to buy a banner ad now and then. We feel like a “real” blog when we’ve got banners on popular sites, but the click through rate is negligible. As the host of these ads we feel “real” too, but the problem is we’re not offering “real” value to our advertisers by taking money when the ad won’t produce.
Terry,
Frankly, I have a very simple approach to this.
First, I don’t buy place for banner ads - however I don’t buy PPC or PPA either
Second, I’m glad to sell place for banner ad if somebody is willing to pay for it more than I can make with PPC there.
As easy as that
Thanks, Misha
Misha,
Your approach is common. Many who would not purchase a banner ad will sell one. My question is, are you offering value to the buyer?
I see your point Terry
I don’t think however it is my job to second guess my customers’ decisions. I am a one man shop, they are mostly much bigger. They have their procedures and they follow them. If I don’t sell them a place for a banner, they turn to other publisher.
If I meet a fellow infoprenuer buying a space for a banner (and I haven’t yet) I probably try to tell them I think it is not the most efficient way to spend advertising budget. But if they think differently - that’s their budget
Thanks, Misha
Hey Misha,
I think your point is valid. If someone wants to purchase a banner spot, that is their decision. Hopefully they won’t go into it with unrealistic expectations, but you’re not required to educate them.
Has anyone studied the effectiveness of the 125×125 ads which are so popular with bloggers? I don’t see too many advertisers offering them on CJ.
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Hi Derrick,
I don’t think Nielsen targeted any particular banner size in his study. It would be interesting to see if one size performed better than another, but I think the point of his study was how banner ads were almost completely ignored.
very interesting article! I’ve found myself doing this as well. Although if a banner is the sort of thing I’m looking for I will click it if I’m interested. I think a lot of people make a point of not clicking on adverts.
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