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Today we’re talking about what banner blindness is and how to fight it effectively. Before we start, a quick reminder that not long ago we covered what retention marketing is. Worth a read!
What is banner blindness
There are many ways to block ads. Take AdBlock, for example, because of which we can’t reach a huge chunk of traffic. But that’s only the tip of the iceberg.
The fact is, most users ignore ads at a subconscious level. This phenomenon in marketing is called “banner blindness.” This behavior leads to the money spent on ads not paying off 100%.
But is it possible to optimize creatives so they actually reach the user and break through this banner blindness? Let’s figure it out.
Where does banner blindness come from?
Let’s start with the reasons this phenomenon appeared in the first place. Understanding them helps us learn how to “break through” banner blindness.
The reasons why traffic starts ignoring banners include:
- Poor ad placements. A very common issue is when webmasters place ads in ways that make them practically invisible. The audience then perceives the site more positively, but advertisers lose out.
- Subconscious defense mechanism. People get used to seeing loads of ads on every site. So they simply don’t pay attention to what the banner says — they just ignore it. Not only ads are at risk; some visual UI elements can also be ignored.
- Untargeted ads. A user might see a banner but still ignore it and not click if the promoted product doesn’t address their need. This can look like banner blindness, too.
- Fear. If users have had bad experiences with ads, they might ignore all ads going forward. For example, clicking a teaser ad that installed a bunch of malware on their PC. That user may never click a banner again.
Overall, banner blindness isn’t just a behavior pattern — it’s a habit. It can even harm the user, since they may subconsciously ignore ads that could actually be useful. Still, we can try to counter it.
How to “break through” banner blindness?
For successful affiliate marketing, we need to learn how to break through banner blindness. That’s not easy — how do you influence subconscious user behavior? Even so, we can and must optimize what’s under our control.
The main thing is the quality of your creatives. Low-quality banners will be ignored even if they’re seen. They should catch the eye, stand out from the page’s main content, and — most importantly — convert. If you can use animated creatives, even better: motion is noticeable in peripheral vision.
If animation isn’t an option, double down on a strong call to action. A solid on-banner slogan can drive higher conversions.
Gamified ads are a great choice. They’re not as common as they used to be (remember those “forgive or punish” mini-games?). Still, such ads grab attention and can help you cut through banner blindness.
Review a site’s heatmap before buying ad placements on it. There are specialized services that collect click data. Moreover, if you’re a webmaster, heatmaps help you optimize your site — useful not only against banner blindness. If you want a deep dive on heatmaps, leave a comment and we’ll prepare a guide.
Form hypotheses and validate them with A/B testing. This way, you’ll find the most effective approach to combating banner blindness for your particular funnel.
What ad types bypass banner blindness?
There are several strategies to promote products while sidestepping banner blindness. The first is to make the ad look like it isn’t an ad — users will consume it more willingly. The best (and often only) fit here is classic native advertising.
Or go the opposite way and use attention-grabbing formats that are hard to ignore — for example, push notifications and pop-unders.
Conclusion
Banner blindness is a widespread issue across affiliate marketing and marketing in general. Yes, you can fight this user behavior — but it’s hard, and there’s risk of losses. To avoid that, plan your campaign in advance and pay special attention to creative quality.
How do you fight banner blindness? Share your tried-and-true tactics in our Telegram community, where we always track the hottest trends in affiliate marketing!
Wishing you the best, Your Geek!