Display advertising is a type of online advertising which combines images and text with a URL that users can follow to find out more about a brand or product. As web technologies have advanced, there has been a proliferation of display advertising, including animated banners and changing text, as well as interactive ads which are designed to engage through games or puzzles.
However, excessive and obtrusive ads can have the opposite effect on potential customers who may install ad blockers or have simply become blind to the ads appearing on the screen.
Counteracting Banner Blindness
Banner blindness is a learned behaviour that ignores anything that looks like an ad, is positioned close to an ad or is in a space that is often occupied by ads. A 2013 study by Infolinks on digital advertising found that an average of 86% of users experienced banner blindness, and 5 years later, researchers of user experience NN Group found through their eye-tracking studies that these behaviours have become firmly entrenched.
Getting the balance right
Designing ads that grab the user’s attention and evoke a positive experience can be a challenge, and choosing a video ad, a native ‘hidden’ ad or a rich media ad for the job can make all the difference.
That’s why it’s a good idea to find a professional who can advise and create ads that will send potential customers your way. Expert agencies such as https://thebannermen.com/banners/animated-ads/html5/ know how to get the best from HTML banner ads and more, without turning potential customers away.
Knowing what style of ad, where to place it and how it should be targeted are essential in getting the balance right between allowing a customer to enjoy the content they came to read and enticing them to your brand with an ad.