It’s getting harder and harder to get people’s attention on the internet. Think about it. The first internet banner showed up on the internet somewhere in the mid-1990s. If you’re doing the math, that’s more than 40 years ago! Puts things into perspective, doesn’t it?
This raises the obvious question of whether banner advertising on the internet even works anymore. Because the reality is that most internet users have developed banner blindness. They’ve adapted to the point where they can use the internet and apps on their phone without even seeing the banners in front of them.
In this article, we’ll explore what exactly banner blindness is, why it happens, and most importantly, how you can overcome it to boost engagement with your ads.
Banner blindness refers to the phenomenon where internet users consciously or subconsciously ignore banner-like information on a webpage. This includes traditional banner advertisements as well as sponsored content and other types of online promotions.
Research has shown that only 14% of viewers recall seeing an ad they were exposed to while browsing the web. To flip it the other way, that means a whopping 86% of people tune out your banner ads. The majority of internet users are ignoring your ads, even if they’re placed in prime real estate on a webpage.
So why does this happen?
There are a number of causes of banner blindness.
Oversaturation of digital ads
As mentioned earlier, banner advertising has been around for over 40 years. And in those 40-plus years, internet users have been bombarded with an overwhelming amount of digital ads. Millions upon millions of banner ads.
It’s estimated that the average person sees anywhere from 4,000 to 10,000 ads per day. This oversaturation can lead to ad fatigue and make it easier for internet users to ignore banners altogether.
Design and placement
Another major factor contributing to banner blindness is the design and placement of the ads themselves. Many banners use generic or uninteresting images that don’t catch the viewer’s attention. Additionally, they are often placed in predictable locations on a webpage, making them easy to ignore.
Poor ad design and lack of relevance
In addition to the oversaturation and placement of ads, banner blindness can also occur due to poor ad design and a lack of relevance. If an ad is poorly designed or doesn’t offer any value or interest to the viewer, they are more likely to ignore it. Similarly, if an ad is not relevant to the viewer’s interests or needs, they are less likely to pay attention to it.
If you need inspiration for your banners, check our guide to banner design ideas.
Unfortunately, banner blindness can almost totally kill your marketing efforts. The simple truth is that the majority of people that you’re trying to reach are suffering from extreme cases of ad fatigue. They’ve seen so many ads that they simply do not want to engage with them anymore. As a result, companies and advertisers have had to adapt their strategies in order to combat banner blindness and reach their target audience effectively.
It’s not all doom and gloom when it comes to banner advertising. There are specific strategies you can employ to help you overcome people’s ad fatigue and cut through the noise. Some of those strategies include:
Use non-traditional ad placements
One effective way to combat banner blindness is to use non-traditional ad placements, such as native ads and in-content ads. These types of ads are designed to blend seamlessly with the content they accompany, making them less intrusive and more appealing to viewers.
Native ads, for instance, mimic the look and feel of a website’s editorial content, ensuring they align with the user’s browsing experience. Similarly, in-content ads are strategically placed within articles or videos, naturally catching the audience’s attention as they consume the content.
These approaches work by providing relevant and engaging messages without disrupting the user’s experience, which not only increases visibility but also boosts engagement and the likelihood of conversions.
Improve targeting and personalization to make ads more relevant
Another key strategy to overcome banner blindness is to focus on improving ad targeting and personalization. When ads are tailored to a user’s specific interests, needs, and behaviors, they become more relevant and less likely to be ignored.
By leveraging data such as browsing history, purchase behavior, and demographic information, advertisers can create highly personalized campaigns that resonate with their target audience.
Dynamic ads that adjust their content in real time based on the user’s preferences are a great example of this approach. For instance, an online retailer could show ads featuring products that a user recently viewed or similar items they might like.
Additionally, using platforms with advanced targeting tools, such as social media and search engines, ensures that ads reach the people most likely to engage with them.
Personalized and targeted ads make users feel understood and valued, which not only reduces ad fatigue but also improves click-through rates and conversion rates.
Use motion and interactive elements to break through the noise
Another effective way to combat banner blindness and capture user attention is by incorporating motion and interactive elements into advertisements. Animations, video content, and interactive features create a dynamic experience that naturally draws the viewer’s eye.
Motion-based ads, such as video clips or GIFs, can convey messages more vividly and emotionally than static images, making them more memorable. Interactive elements, like clickable carousels, quizzes, or sliding features, actively engage the audience and encourage them to interact with the ad rather than passively scrolling past it.
These elements not only make ads stand out but also provide an opportunity for deeper engagement and personalization. For example, interactive ads that allow consumers to explore a product’s features or customize an offering based on their preferences help to build an emotional connection. Additionally, using subtle animations like hover effects or transitions can highlight key components of an ad without being overly intrusive.
Use AI to create unique images
AI image creation tools like Picsart’s AI Image Generator make it possible to easily create eye-catching, clickable images that grab people’s attention. AI tools allow you to create images that simply aren’t possible in the real world. For example, you can use AI to combine multiple images into a single, seamless image or create surreal and dreamlike visuals that are sure to capture attention.
A strategic way to overcome banner blindness is to design banners that grab people’s attention. There are some principles of design that you can employ to help you on this front.
Contrast and color psychology
Contrast and color psychology are two key elements of design that can help make a banner more eye-catching. Using contrasting colors or bold colors on a neutral background can make an image stand out. Additionally, understanding color psychology (how different colors evoke emotions) can help you choose the right color scheme for your ad based on the intended message or call to action.
Typography
Typography is another important aspect of design that can draw attention to your ad. Large, bold fonts with high contrast are more likely to grab people’s attention than small, subtle text. Additionally, using unique and creative typography can also make your ad stand out from the competition.
Size and placement
The size and placement of your banner play a vital role in ensuring maximum visibility. A banner that is too small may go unnoticed, while one that is too large could overwhelm the viewer. It’s essential to strike the right balance by designing a banner that is proportional to its intended platform and audience.
Placement is equally important—positioning the banner in high-traffic areas, such as above-the-fold sections of websites or at eye level on physical displays, increases the likelihood of it being seen.
Call-to-action (CTA)
An effective call-to-action (CTA) is crucial for encouraging users to engage with your banner ad. To drive clicks, your CTA should be clear, concise, and compelling. Use action-oriented language that creates a sense of urgency, such as “Shop Now,” “Sign Up Today,” or “Limited Time Offer.”
Placement of the CTA is key, so ensure your CTA is prominently displayed and easy to locate on the banner. Additionally, using contrasting colors for the CTA button or text can make it stand out, grabbing the viewer’s attention instantly.
Picsart makes it easy to create compelling banners that actually get results. That makes people stop scrolling and say, “Hey, look at that.”
Start with one of our professionally designed banner templates or use one of our online design tools as a starting point for your banner. From there you can customize the banner until it matches the idea in your mind. Play around with fonts, colors, and images until you get something that is truly attention-getting. If you can’t find the image you want, use our AI image generator to create one that only you can imagine. Picsart is your playground!
A/B testing is an essential method for enhancing the click-through rate (CTR) of your banner ads. By comparing two variations of an ad—each featuring a single change, such as different colors, headlines, or CTAs—you can identify which version resonates better with your audience. This data-driven approach reduces guesswork and helps you optimize your design and messaging to match your target viewers’ preferences.
Through careful A/B testing, you can uncover elements that maximize engagement, such as the ideal placement of CTAs, the use of specific color schemes, or the effect of different slogans. Over time, these incremental improvements combine to significantly boost CTR, ensuring that your ads are not just visible but also effective in driving user actions.
The power of Picsart is that it lets you quickly change small elements of your banner for A/B testing. For example, change the color of a button or switch out an image to see which version performs better.
Conclusion
If you want to overcome banner blindness, you have to work for it. You can’t be lazy with your banners and expect people to click on them. By implementing the tips and strategies mentioned in this guide, you can create eye-catching and effective banner ads that drive clicks and conversions.
Keep your message simple, visually appealing, and test it continuously to optimize performance. With dedication and a data-driven approach, you can successfully break through banner blindness and achieve your advertising goals.
