It’s often said that site visitors are developing something called ‘banner blindness’. After a while, it’s said, you just don’t see the ads anymore. Perhaps that’s the reason why banners are not always getting the creative attention they deserve
Researchers at market research firm MetrixLab have studied what influences the effectiveness of banner ads, looking at aspects like size, timing of showing the logo and brand name, and interaction. They also investigated how site visitors respond in terms of attention, memorization and attitude.
The study reveals eight tips for effective banner ads:
- Show the logo or brand name at the end of an animated banner, because otherwise it will be too much of a distraction.
- The message that needs to get across must also be at the end, that will demand the most attention from the viewer.
- The bigger the better: people will notice large ads more often and look at them for a longer period of time.
- Fast moving text will be memorized better, but slow moving text results in a more intention to buy.
- Continuously repeating the same message does not have any additional effect. Once is enough, but make sure that the final image is right, because that’s going to stick.
- Showing images of people has a positive result and will increase click through ratios.
- By explicitly asking to click the ad, the click through ratio decreases. People don’t want to be bullied, they want to make their own decisions.
- Interaction doesn’t lead to better memorization, but it does help attract attention.