How to overcome banner ad blindness
Banner ad blindness can prevent customers from seeing your ads, but it might only take a few tweaks to change this.
Why are you not getting many clicks?
There are many reasons why HTML5 banners may be overlooked, one being that they are ill-placed. Customers know full well where ads are traditionally placed on a website, usually along the top or right-hand side of the pages and between paragraphs. They become automatically familiar with their presence and skip past them. Eye-tracking studies even show that customers will take their glance to certain parts of the page, often failing to hover over the banner ads.
Furthermore, if there is a repetition of the same or similar ads along their browsing journey, this can cause the customer to switch off from the banners. If there are too many ads in general, they will be less likely to take notice.
Another cause of banner ad blindness is irrelevance. If you are trying to target a customer who has no interest whatsoever in what you are selling, they are naturally going to overlook it.
How can you improve your click-through rate?
The key to getting banner ads right is experimentation. We appreciate that this is not what you want to hear when you are spending money on each banner ad, so here are some other things to consider when trying to overcome banner ad blindness. If you don’t feel confident or capable, you can enlist the help of a specialist agency such as thebannermen.com/banners/animated-ads/html5/ to banish banner ad blindness.
- Improve your creativity. It could be that your ad just isn’t attention-grabbing enough. Consult your designer and try to improve and develop your ad.
- Try pre-roll video ads. These types of clips appear before the video the customer has selected is played, meaning they must watch it, even for a few seconds. With pre-roll video ads, you have a captive audience.
- Prioritise relevance and target audience. Think about only showing your product to people who are likely to have an interest in it.
