Does Anyone Ever Pay Attention to Banner Ads?

For the past several years almost all Internet users have learned how to “instinctively” avoid online ads – especially banner ads. At least that is the general assumption. Display-related advertising, which includes display ads, rich media, digital video and pop-up/under ads have long been the norm and most online users continue to do everything they can to ignore or block out this annoying clutter. That’s why it was surprising when reading the following article in Ad Age:

“Ads on TV are ignored 14% of the time, but this looks rosy once compared with internet search ads, which are ignored 20% of the time, and internet banner ads, ignored a whopping 43%.”

Really? Only 43%?

Are we to presume this means online search ads are not ignored 80% of the time and that banner ads are actually noticed and reviewed 57% of the time? Those percentages seem extremely high. Just ask yourself when was the last time you had actually clicked on a banner ad that wasn’t directly related to the content you were seeking?

As far back as 2007 there have been studies for Banner Blindness that showed “users almost never look at anything that looks like an advertisement…” Many of us have read that the banner ad click-through rates are very low at 0.10% in the US and, similar to spam emails, there must be some financial return on this practice or we wouldn’t see any of it. Again, from a purely anecdotal perspective, most everyone from this writer’s perspective has always complained about and avoided the advertising clutter on websites.

Will there ever be a day when the content for online advertising truly adds to our experience rather than detract from it? With URL location and all the personal information we seem to willingly give away (regardless of any privacy concerns),  logic dictates that behavioral and contextual ads will become even more personalized. And of course with the proliferation of mobile technology and iPad’s the forthcoming changes will include all formats. But there must be something more that we’re missing if we really want to connect with online consumers?

Currently advertisers face the problem of either being too passive (and ignored) or just out right obnoxious by ambushing the viewer with full or partial screen takeovers. What to do?

Much of what Science Creative has previously written about is the notion that advertisers should be providing useful and smart content that online targeted users will want to gravitate towards. Becoming part of the content and utilizing social media to expand on what consumers are saying about a brand is far more engaging than a banner ad or those annoying interruptive ads.

Understandably, a brand that sets out to become an integral part of a blog, video or user website may experience some backlash if it’s perceived to be too commercial or contrived; however just like any good PR campaign that is focused on producing tangible results that truly help the consumer, a well crafted campaign that is rich with genuine content may yield positive dividends.