What Is Ad Blindness?
Ad blindness or banner blindness is the act of intentionally or intentionally ignoring banner ads on a website. A banner ad is a graphical box of advertising material placed on web pages to promote commercial goods and services. Banner ads are more common in websites than search engine results and are mostly associated with internet-related industries such as technology, real estate, online shopping, entertainment, and finance.
What Causes Ad Blindness?
After being on the internet for so long, we have developed adaptations to help users get the most out of web pages. We often visit a website to gather specific information or to accomplish a specific task.
We know that ads would distract us from our goal, so we ignore them. Here are few other reasons why we never see ads on a webpage:
From years of experience on the internet, we already know where to expect to see an ad. We have learned to automatically look past those areas as we browse a web page, sometimes without even realizing we are doing it.
Another reason why we don’t notice das on a web page is the sheer number of ads on a web page. When we see too many banner ads, links, and text ads on a webpage, we tend to lose our focus.
An excessive number of ads causes sensory overload and annoys us. Eventually, we just ignore ads altogether and focus on why we visited the page in the first place.
Again, our years of experience on the internet have taught us how ads look. We know that an ad will typically look different from the rest of the content. Ads will have fancy fonts, formatting, and font colours. They will also come with colorful backgrounds that differentiate them from the main content and will have some text embedded in the image.
Any time our minds notice any of these signs of an ad, we simply skip over it. It doesn’t matter if the ad is useful or not, we usually don’t see it.
Even with advanced targeting tools, ads still get delivered to the wrong people. Anyone who sees an ad that does not relate to their experience will quickly ignore it.
Ads drag down the adjacent elements
It’s not just ads that get ignored. Inappropriately placed ads will cause web visitors to ignore everything around the ad. This includes supporting content placed adjacent to the ad for the sole purpose of encouraging the audience to click or take the desired action.
With more than 85% of Singaporeans using the internet as the primary source of information, it is not difficult to see why online advertising is booming in the country. Businesses have started the embrace the importance of marketing their products and services online.
One of the challenges of online advertising is ad blindness. So, what is Ad blindness? This primarily refers to the target audience deciding to ignore your advertisements. Recent research shows that only 14% of internet users can recall the last advertisement they came across online and the product or company that it promoted.
Despite the advanced consumer targeting software and technology used by digital marketers in Singapore, relevance remains one of the main challenges they have to deal with on a daily basis.
Reports show that only 3% of internet users in Singapore think online banners and ads are important to their lives. The well-informed online users who are looking for specific information on a site aggravate this problem. This group of internet users tends to ignore online ads as they consider them unimportant.
Here are some easy and useful tips to help you avoid ad blindness online.
How to Avoid Ad Blindness Online
The first thing that you need to note is that a large percentage of your target audience disregard routine and cliché materials that they come across online.
Try to place your banners in unusual places. Here are three ideas to help you out:
- At the top of the web page where it is more visible
- In between the posts published in your blog
The ad should not only be beautiful but also interactive and unique to capture the attention of the audience. Experiment with different ads to know which one works best for your brand. Google Ads gives online advertisers an opportunity to test and perform. Use it to know which ads need to be deleted and which ones need to be promoted more.
Make Use the Right Content
You need to understand the needs and expectations of the target customers to provide relevant solutions to them.
Make sure that you use the right ad network to connect with clients who are interested in your niche and the products or services that you offer. Concisely, making sure that your website has advertisements that are relevant, useful, targeted, and delightful will result in a high CTR and more results.
Optimize the Ads for Mobile
Singapore has the highest smartphone penetration in the world. Most people use mobile devices to access the internet, as they are more convenient than desktops. Hence, make sure that all your online ads are mobile friendly. Consider the following tips as you do this:
- Activate your Facebook promotion campaigns
- Incorporate videos in your ads
- Make sure that your ads have a “Call Now” button
One of the highlights of internet advertising is that it is possible to monitor the performance of your ads accurately. That is, you can know the number of people who saw the ad and clicked on it within a given period.
Apart from optimizing your ads for mobile, your website also needs to be mobile-friendly. This will make it possible for the audience to view the contents on a smartphone or any other mobile device without straining.
It is also important to note that a majority of publishers are usually willing to pay more for premium space that is uncluttered. Therefore, make sure that your website pages are free of unnecessary elements.
Try Non-Standard Ad Formats, Colours, and Sizes
As mentioned earlier, most internet users disregard standard or conventional ads and website elements that they come across online on a daily basis. Applying the same colours, sizes, and formats used by hundreds of other businesses can lower the performance of your ads.
Below are some wise tips to help you stay ahead of the curve.
- Go for the memorable and non-conventional spots on your website when selecting ad space to enhance user recall
- Your banners should be part of the website page not as an outer ad
- Improve your brand personality by using unusual colors, animations, motion effects to increase interaction, and any other extraordinary idea that will make your ads more interesting to view and engaging
Ideally, the banner ads should have an emotional hook to capture potential customer’s attention.
Leverage Affiliate Programs
Displaying your ads on related publisher websites is one of the best ways of avoiding ad blindness. The affiliate programs will give you an opportunity to collaborate with other companies who are interested in or targeting the same audience. Evaluate each affiliate program to know which one is most suitable for your business to avoid spending your time and effort in vain.
Follow Your Passion
You need to provide content that your audience will love. Expert digital marketers in Singapore recommend creating content about topics that you are passionate about. For example, if you are interested in technology and your website sells tech products, write articles about it, share videos and infographics to establish an active community of followers.
With a massive following of people who are interested in your content and products, the chances of your ads been ignored are low.
Do not be Afraid to Experiment
If your ads are not performing as expected, experiment to know what you could be doing wrong or elements that need to be changed. Here are six excellent recommendations that you can use for this purpose.
- Ad placement
- Relevant content
- Non-standard design elements
- Optimize the ads and website for mobile
- Try several affiliate programs
- Follow your passion
For example, you can repackage the material already published on your site, change the website design, and content calendar to reinvigorate the audience.
Invest in Video Advertisements
Recent research shows that an average internet user is exposed to 32 videos per month. The report also showed that one-third of all online activity is watching videos. 45.4% of the global internet users watch at least one video online every month.
You can target this large video-loving audience with video advertisements instead of the conventional banner ads and blocks of text. Research done by Media Mind in 2012 showed that videos recorded a CTR of 1.03% while the traditional banners achieved only 0.1% in the same year.
More importantly, the completion rate of video ads is higher than traditional banners. The millennial Media report also found out that mobile videos advertisements are five times more engaging than the standard banners. This is because videos are easy to understand compared to text.
The target customers will get a better understanding of your brand and products by watching videos than reading blocks of text. An average internet user in the current digital era spends 16.49 minutes on average every month watching video advertisements. 80% of internet users remember video ads that they view online and an overwhelming 46% take the desired action after watching them.
8 Tested and Proven Ways of Cushioning Your Brand from Ad Blindness
Check Your Ad Placement
When something is routine and cliché, people ignore it. This is what happens to ads. When you keep placing them the same way everyone else is, your viewers skip over them at the speed of light.
To avoid ad blindness, try placing your das in unconventional places. For example, you can try having your ads above the fold. People naturally read from top to bottom. This means they are more likely to place importance on content and ads, that are towards the top of the page.
You can also try adding some ads in between your content. If your ad placement surprises your reader, they are more likely to take notice.
As you experiment with different ad placements, you can use Google AdWords to test their performance. This way, you can tell when a specific placement or location is not working and change it up. You can also consider using Infolinks as they have conducted massive research on ad blindness and created ads that beat ad blindness.
Use Relevant Content
Your job as an advertiser is to understand what your audience needs and offer a suitable solution. As we mentioned before, irrelevance is one of the reasons why ads get ignored. You can therefore reduce ad blindness by incorporating more relevant ads.
Start by identifying what your web visitors want. Next, create high-quality content containing keywords that reflect the interest of your audience.
Next, choose the right ad network so you are sure that you are linking your audience to a publisher who is relevant to your audience and your specific focus.
Try Non-Standard Sizes, Colours, And Ad Formats
Seeing similar-looking ads over and ever again bores your website visitors. They start to quickly scroll past areas where they expect to see an ad. This can greatly reduce the performance of your ads.
To avoid this problem, come up with something fresh every time you are creating ad space. For example, you can choose a less traditional and memorable spot on your blog to put your ad. You can also use non-standard designs and formats to ensure that your ads are not overlooked.
Instead of creating your ads as if they are just an outside piece added to your web page, create them as part of your page. This will minimize the Ad-like appearance of your ads, which will likely attract more attention than using the usual formats that people are already used to.
Finally, ensure that your ads tell a compelling story with an emotional hook. This is the only way to get people’s attention.
Optimize for Mobile
Most people reading your content will probably be using a hand-held device. Therefore, one of the best ways to reduce ad blindness is to optimize both your ads and your content for mobile.
Some of the ways you can create mobile-optimized content are to activate social media campaigns, use more videos, and add a CTA button to your ads.
All the effort to optimize your content for mobile will make no difference if your site is unresponsive. Before you start optimizing your ads and content, ensure that your website is mobile-friendly. To do this successfully, you have to do a lot of testing to ensure that different elements of your website look as good as possible even on smaller screens.
One of the most effective ways to prevent ad blindness by optimizing for mobile is to serve fewer ads. Add clutter is one of the causes of ad blindness so adding fewer ads will help people spot your ads better. What is more, if you only add few ads, you will attract advertisers who are willing to pay for premium, uncluttered space.
Participate in Affiliate Programs
Another way to reduce ad blindness is to participate in affiliate programs. How does this help? Well, affiliate programs allow you to partner with companies that share the same audience. Showing your ads on an affiliated publisher’s ad can help improve ad blindness.
Experiment with Ad Scheduling and Automation
Unless you have an audience of millions of people, advertising platforms will keep showing your ads to your audience over and over again. This will naturally lead to ad fatigue and ad blindness.
Put yourself in the shoes of your audience. Would you like to keep seeing the same ad repeated every time you check your phone? You would rather see an ad only once. If you see it more than twice, you are more likely to feel annoyed and ignore it than you are to take notice and click on it. The same case applies to your audience.
If you keep showing the same ads, you will annoy them. The click-through rates will decrease and the cost per click will increase. So how do you ensure you keep a low ad frequency?
You can use the metrics on Facebook ad manager and manually change your das when they get to 3. You can also use a social media automation tool to optimize your campaigns without having to do it manually. An automation tool will automatically pause das once they get to 3 instead of you having to monitor them and change them manually.
Creating a lot of ads and rotating them can also help you to reduce the frequency of each ad. You should also try ad scheduling as it allows you to only show ads on certain days of the week or specific times of the day.
Ad scheduling works because when you use it, you can easily deliver a different ad for your audience every weekday which will reduce their chances of getting ad fatigue.
Use Colour to Your Advantage
Colors have a physical and psychological effect on people. As such, you should strive to use them to your advantage, especially when trying to minimize ad blindness.
There are three main factors you should consider when choosing color combinations:
- Complementation- This refers to how colors complement each other in their interactions
- Contrast- This is using colors to create a sense of division between different elements
- Vibrancy- This refers to the darkness or brightness of colors that are used to dictate the mood.
You also have several color schemes to choose from when designing your ad. Here is an article that covers the different types of color schemes and their impact when used in online ads. Do A/B tests to know which combination of colors delivers the best results.
Looking at your competitor’s ads can also give you inspiration but be careful not to copy what they are doing or using the same image. Ideally, you should come up with your own images for every online ad campaign.
Keep in mind that just using color on itself will not help you increase clicks on your ads. You need to combine the use of color with the other tips we have discussed such as creating top-notch content and reducing ad frequency if you hope to see any results.
Focus On Creating Stunning Designs
Visitors are more likely to be attracted to and click on an ad with compelling designs. Here are five design principles to help you come up with ads that your audience can’t turn a blind eye on
- Keep it simple and clean- Group similar elements together and avoid cluttering your advertisement with irrelevant information. Keep the colors to a minimum and avoid verbose copy and flashing images. All the elements in your design should be organized according to their importance starting with the most important elements. You should also add lots of white space to distinguish between elements.
- Use sufficient contract- Your ad needs to be different from the webpage to set it apart. The easiest way to add contrast is to use an ad color that is in contrast with your website’s color scheme. If your website is dark-colored, use light colors for your ads.
- Add a prominent CTA- To covert, you must convince visitors to engage with your ads. You do this by creating a visible CTA and strategically placing it in the ad body.
- Use human faces and directional cues- people like to be directed and there’s no better way to do this than using visual cues such as arrows. People like to see smiling faces, so adding those to your ads will help you minimize ad blindness.
Ad blindness is a challenge that can hamper the growth of your online business. Start applying all the above-tested tips to avoid it and get maximum ROI. Consider delegating the task of creating, distributing, and monitoring the online ads to a team of professionals who have the necessary skills and expertise.