The Blind Can See Again

There was a time when web page readers didn’t see advertising. This was called ‘banner blindness’.

Friday, March 12, 2010

Even by 2007 usability expert Jakob Nielsen was still presenting studies showing that users rarely looked at display advertising on Web sites.

In the early years of display advertising on Web pages, people ignored ads because they were usually totally irrelevant. Not only that, most banner ads were as creative as you'd get from a box of crayons and a drawing pad.

The industry was quite crude in the formative years; the Web itself was pretty much a static place and it was all about hits and eyeballs. However, Web advertising's natural evolution combined with advanced tracking and analytics solutions makes display advertising no longer the red-headed step child. In fact, with ad exchanges and a much closer integration of search and display, all of a sudden people are beginning to see the once dreaded banner ad. And in a much more timely and relevant fashion.



More on this topic

The Effectiveness of Internet Advertising

November 2011

"Of all the people who see a banner on the Internet, only 1 percent click. But the remaining 99 also made contact with the advertisement, and although they didn’t access it, they still received the message."

The advantage internet advertising has over traditional media, is that it is possible to objectively measure its impact, by counting the clicks that tell us that the reader is interested and needs more information about the product, service or brand on offer.

The Advertising by Result Revolution

March 2011

Major Internet companies create new scenarios in order to build a brand.

While media debates on the payment model or blind faith in graphic advertising formats suitable for branding, a battle is taking place in advertising results.

Brands want to participate not necessarily spending money on advertising platforms but through internal 2.0 communication experts.

Digital Advertising Growing in Guatemala

December 2010

Attracted by its effectiveness and how easy it is to measure the impact of advertising targeting markets, as well as its relative low cost, advertisers increasingly use digital media.

While traditional media continue to lead in advertising investment, in Guatemala the portion of the budget devoted to online media - websites, social media and mobile devices is growing, reaching about 10% of the total, noting that the country is following the trend of developed countries, where even the reign of television as the premier advertising medium is being challenged by the Internet.

Print and Online Advertising: Trends Crossing

November 2010

A Microsoft Advertising White Paper looks at changes in audience behavior regarding print and online media.

Advertisers must ensure the balance between print and online advertising reflects the changing role of public consumption habits, particularly the growing importance of online advertising in various stages of the purchase funnel.

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