The Traditional Banner Ad Business May Be In Even More Trouble Than You Think
from the ad-blindness-everywhere dept
And, if they needed any more ammunition for that, a new study from Jakob Nielsen shows that ad blindness is more widespread and more comprehensive than almost anyone realized. Almost no one looks at banner ads. The only "advertisements" that people look at are search ads, because in those cases, people are actively looking for something, and the ads often provide it. In other words, in those cases, the ads are good content.
This doesn't mean that it doesn't make sense to reach out to the people who make up your market. It just means to stop thinking about just bombarding them with meaningless "push" messaging that they'll ignore completely -- and start actually engaging them and providing good content.