Last week someone bought the subject of banner blindness. I said there was no such thing but rather poorly designed ads and sites. Through many research projects and reports there seems to be a finger pointed at the presenting site or user rather than an ad.
The placement of ad could be partly to blame but there is no way you can accuse the user. The biggest reason why banners are ignored as they provide very little cut through. This gets back to a point that I’m always making – if you wouldn’t do it on a magazine ad, you don’t do online.
Placement of ads can be hit and miss. But if you turn to press advertising you will see that the same thing can happen. Traditional ad shops have learnt that strategic placement and cut through creative is the only way to get someone’s attention.
Ads in context is another key factor. People go to a website with a single minded purpose. Maybe it has been to read about how a new super bug is making kids sick. No point having an ad for the latest
BWM. Would you run a tampon ad in Ralph?
So cut through – Short, Sharpe and targeted.
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