Banner blindness refers to a phenomenon in which a visitor to a website both willingly and unwillingly ignores the banner type information on the webpage. The event is also sometimes known as banner noise and ad blindness.
The Banner Blindness idea was first adopted in 1998. During a test regarding the website usability, the majority of the test subjects seemed to ignore the information presented in banners. This was done both consciously and unconsciously. The data that was ignored included both internal navigational banners and advertisement banners. These banners are also sometimes referred to as quick links.
This does not, however, mean that banner advertisements don’t have any effect on viewers. Viewers of a website may not be consciously aware of the ad, but it does affect their behaviors unconsciously. These banners can affect both visitors and businesses that enter the sites. The sole meaning of banners ads is capturing attention. The implementation of native advertisements and social media is generally used to lower banner blindness.
In regards to advertising, brand websites score higher than paid advertisements. But when it comes to social recommendations, they lack the score. Through Social Media Marketing (SMM) and spreading ads via social media recommendations, advertisements visibly do a better job of influencing consumers. The event of social media advertising helps build a trust relationship between the ad and the consumer by validating the ads as recommended by a “friend.” This idea of a friend’s recommendation helps the user feel safer and easier going when coming across such ads. Whereas banner blindness occurs due to the over cluttering of ads leads to mistrust and outright avoidance of the ads.
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