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BizReport : Advertising : August 05, 2008
Changing scenery cures newsletter banner blindness
Banner blindness has been around since, well, the invention of banner ads. Ever since, experts have been discussing the ins and outs of banner blindness and ways in which advertisers can lessen the effect.
It doesn’t take long for your readers to become blind to banner ads. According to a recent eyetracking study by MarketingSherpa, within the space of just three newsletter issues the number of readers that scan at least some part of banner advertising drops from 80% to 20%.
Very quickly, it seems, readers learn which parts of a newsletter are content and which contain advertising messages. To combat this learned behavior it pays to vary the layout of newsletters and other marketing communications. This can be achieved by varying ad creative treatments and alternating the use of text and graphical ads, advises MarketingSherpa.
Perhaps most importantly, don’t attempt to trick readers into clicking on ads by disguising them as content. This tactic is among the top most-hated by Internet users.
On the flipside, embellishing key content with fancy fonts and formatting can also confuse your readers. They can easily mistake that content for advertising and dismiss it as such.
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