Banner Blindness

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Banner Blindness

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

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