Banner Blindness
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Banner Blindness

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Banner Blindness Banner Blindness Presentation Transcript

  • Banner Blindness - Aditya R
  • Yr. 2008, Online Adv in US reported a revenue of $11.5 billion by Q3
    Huge chunk of the money was made merely by impressions and not by CPC or CPA
    Banner Blindness - Aditya R
  • Yeh!!!! I own a site I’m gonna get rich
    Banner Blindness - Aditya R
  • Pardon me web publishers, but people don’t notice your Ad banners
    Banner Blindness - Aditya R
  • What????
    Banner Blindness - Aditya R
  • Banner Blindness
    Is it some wacky stuff that makes people blind when they see Ads. 
    Banner Blindness - Aditya R
  • Not really….its our subconscious that quickly learns where not to look.
    *Conditions apply (we’ll come to this bit later)
    Banner Blindness - Aditya R
  • and this is not just a HCI thing..
    But the answer lies in how the human brain thinks. Research proves that the human brain is extremely focused to a task at hand.
    Banner Blindness - Aditya R
  • Real life example
    No matter how flashy these billboards are..they are not going to disturb you unless …
    Man.. I hate these 7:00 am stand ups…
    Banner Blindness - Aditya R
  • Real life example
    Subconsciously you are willing to get distracted…. or
    Errr…. Traffic signal again
    Banner Blindness - Aditya R
  • Real life example
    Human nature kicks in, you can’t help but get distracted.
    Wow!!!!
    Banner Blindness - Aditya R
  • Stop laughing guys this is scientific 
    Banner Blindness - Aditya R
  • Not kidding… but its scientifically proven that the phenomena of billboard / banner blindness does not apply to a stimulus that kicks in a “particular” human instinct.You can obviously guess which one 
    Banner Blindness - Aditya R
  • Observethis
    Billboards are usually placed at traffic signals
    Where ever there is scope for traffic to stop
    Dead ends or hair-pin bends.
    Anywhere where people are not in a focused mode of attention.
    Banner Blindness - Aditya R
  • Back to online billboards
    Banner Blindness - Aditya R
  • People have learnt where not to look
    Banner Blindness - Aditya R
  • Or any thing that looks like a banner
    Banner Blindness - Aditya R
  • Banner Blindness - Aditya R
  • Banner Blindness - Aditya R
  • So have people “decided” not to notice banners?
    Banner Blindness - Aditya R
  • No… its just that they don’t notice them until their task at hand is complete.
    Banner Blindness - Aditya R
  • Now what do we do??
    Banner Blindness - Aditya R
  • Now what do we do??
    Weave banners in the interaction rather than using the blast gun method
    Identify logical and intermediate task breaks in your website.
    Preview the banner during an intermediate task
    Present the banner when task complete.
    Ensure the banner is relevant to the context of the information on the website.
    Banner Blindness - Aditya R
  • An example – Air ticket booking service
    What kind of Ads?
    Destinations (incredible India)
    Hotels
    Cab service
    Travel Baggage equipment ….
    Ad Banner
    Ad Banner
    Pays for a ticket
    User looks for a flight plan
    Selects a plan
    Banner Blindness - Aditya R
  • Banner Blindness - Aditya R
  • Questions?
    Banner Blindness - Aditya R
  • Happy Publishing!!
    Banner Blindness - Aditya R