Internet marketing resources, ecommerce web site design tutorials and  just for fun - free cell phone ringtones!
  Taming the Beast - quality web marketing and ecommerce development services

Banner ads get the cold shoulder

Posted by Michael Bloch in web marketing (Sunday December 5, 2010 )

A survey of over 2,000 US adults have found advertising on the Internet is ignored by the majority of people; and in particular, banner ads.

The Adweek Media/Harris Interactive Poll says among those who ignore Internet ads, banner ads get the coldest shoulder, with two in five saying they ignore them. One in five say they ignore search engine ads the most. 14% said they ignore TV ads, 7% radio and 6% newspaper advertising.

A report on the survey says those aged 35 – 44 are most likely to ignore Internet advertising and also those who have some college or a degree.

I think one of the problems with banner ads these days is there’s too much of a focus on the bling – terribly complex banners that also have a rotten habit of slowing your system down if they are improperly made using Flash (but I guess Joe Surfer wouldn’t be aware of this).

I was trying to think of a really stand-out banner for 2010 and nothing has come to mind. I have better recall of those terribly annoying “punch the monkey” ads from a few years back (but I have no recall what it was selling), or even the fake windows alerts.

I’ve just been out to some major news sites to actually take notice of the banner ads running and I’m reminded of a Simpson’s episode where Homer commissions an ad for his snow plowing service. It was a terribly arty-farty ad – much like what I’ve seen today; where people have to do mental gymnastics in order to figure out what the darned thing is about, or they have to wait around for a few seconds for an explanation. People don’t wait; particularly on content sites as they are focused on what it is they have arrived on the page to read. If you’re going to grab their attention, it has to be done quickly.

Online advertising isn’t like television where content and ads are separated, the ads are on the same page as the content – so relevancy and positioning is critical.

For example, a banner ad placed at the the top of a page is a known position that people have learned to tune out. Additionally, often the content the person is wanting to get to is down the page a little; so a complex, slow loading banner increases the likelihood of it only being seen for an instant or not at all.

I’m reminded of a trainer’s maxim that goes: “tell ’em what you’re going to tell ’em, then tell ’em, then tell ’em what you told ’em.” This is how you make people remember what you are teaching them.. and perhaps the same concept needs to be applied more often to online advertising; particularly those creatives that use animation.


Comments for Banner ads get the cold shoulder

No comments yet.

Sorry, the comment form is closed at this time.