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Banner Blindness-Property Is Theft PowerPoint Presentation

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Slide 1 - Keep It or Lose It? Yuke Tjandra Banner Ad
Slide 2 - Overview Banner ad: what is it? How successful is banner ad? Banner blindness: what is it? What can be done about it?
Slide 3 - What is Banner Ad? A graphic image or other media object used as an advertisement displayed on a Web page.1 A special sort of hypertext link that instructs a Web server to bring up a particular Web page when a user clicks on a certain piece of graphics (usually with textual elements) and sometimes animation.2 1 Adapted from: Glossary of Interactive Advertising Terms v. 2.0. 2007. Interactive Advertising Bureau. 24 March. 2008. < http://www.iab.net/iab_products_and_industry_services/1421/1494 > 2 Harris, Tom. “How Banner Ads Works”. How Stuff Works. 2008. HowStuffWorks, Inc. 24 March. 2008. < http://money.howstuffworks.com/banner-ad.htm >
Slide 4 - Types of Banner Ads Originally, banners were non-interactive and relatively unintrusive--static GIF or JPEG image linked to advertiser homepage. Nano-site banners: consist of a small HTML page (IFRAME) that can contain an HTML form of interaction. Flash-based banners: can play animations and sound, and often interact with the user. Intrusive Flash-based banners: play a full-screen overlaid animations when loaded and then shrink to original size. Some banners expand when the user hovers over them with the mouse. 1 Krammer, Viktor. “An Effective Defese against Intrusive Web Advertising”. 2007. 24 March. 2008. < http://www.quero.at/papers/web_advertising.pdf >
Slide 5 - The Objectives of Banner Ads Bring visitors they would not have had otherwise to the advertiser’s website Get visitors to take action on the website Increase brand awareness Harris, T. “How Banner Ads Works”. How Stuff Works. 2008. HowStuffWorks, Inc. 24 March. 2008. < http://money.howstuffworks.com/banner-ad.htm >
Slide 6 - Measuring Banner Ads Success Clicks/Click-throughsThe number of visitors who click on the banner ad linking to the advertiser's website. Page views/page impressionsThe number of times a particular Web page has been requested from the server. This may indicate the number of people who have been exposed to the banner ad. Click-through rate (CTR)The ratio of page views to clicks or the percentage of total visitors to a particular page who actually clicked on the banner ad. Cost per saleThe measure of how much advertising money is spent on making one sale. Many advertisers keep track of visitor activity using Internet cookies (shopping history + how visitor come to the website). Harris, T. “How Banner Ads Works”. How Stuff Works. 2008. HowStuffWorks, Inc. 24 March. 2008. < http://money.howstuffworks.com/banner-ad.htm >
Slide 7 - One of the First Banner Ads A web banner ad from AT&T placed on HotWired in 19941 Clickthrough rate: 100%2 1 “Web Banner." Wikipedia, The Free Encyclopedia. 22 March 2008. Wikimedia Foundation, Inc. 25 March. 2008. < http://en.wikipedia.org/wiki/Web_banner >. 2 Sterne, J. World Wide Web marketing: integrating the web into your marketing strategy. New York: J. Wiley. 2001. Banner image taken from: http://commercial-archive.com/node/114815
Slide 8 - Internet Advertising Revenues by Ad Format “2006 Full Year Results”. IAB Internet Advertising Revenue Report conducted by PricewaterhouseCoopers (PWC). 2007. Interactive Advertising Bureau. 24 March. 2008. < http://www.iab.net/media/file/resources_adrevenue_pdf_IAB_PwC_2006_Final.pdf >
Slide 9 - Click-through of the Banner Ads Nielsen (1997; 2000) reported:click-through rate have decreased from 2.1% (1995) to 0.5% in Oct 1998, and reached 0.2% in May 2000.1,2 DoubleClick (1996) reported:The probability of clicking on a banner drops from a maximum of 2.7% to less than 1% at the fourth exposure 3 1 Nielsen, J. “Methodology weaknesses in Poynter Eyetrack Study”. May 14, 2000. Alertbox. 15 March. 2008. < http://www.useit.com/alertbox/20000514_weaknesses.html > 2 Nielsen, J. “Why advertising doesn’t work on the Web”. September 1, 1997. Alertbox. 15 March. 2008. < http://www.useit.com/alertbox/9709a.html > 3 DoubleClick. “Research Findings: Banner Burnout”. 1996. < http://www.webreference.com/dev/banners/research.html >
Slide 10 - Acceptance of the Banner Ads An internet survey by COBUS (2001) showed:- Nearly half of the respondents reported that they looked at advertising banners if they were well-designed- Less than 25% felt that banner ads were disruptive- Only a third said they ignored banners altogether The Internet Advertising Bureau (1998) reported: 60% to 70% of survey respondents approved advertisement on the internet Pagendarm, M. and Schaumburg, H. “Why are users banner-blind? The impact of navigation style on the perception of web banner”. Journal of Digital Information, Volume 2 Issue 1 Article No. 47 (2001).
Slide 11 - Why the Low Click-through Rate? Users not interested in the advertised product and thus have no reason to click on a banner. Users have learned that advertising banner often does not deliver its promise and hence chosen to ignore them. Users have experience with ads that direct users to sites with malicious code or other undesirable results. Users simply do not notice banners on Web sites, i.e. the banner blindness phenomenon. Pagendarm, M. and Schaumburg, H. “Why are users banner-blind? The impact of navigation style on the perception of web banner”. Journal of Digital Information, Volume 2 Issue 1 Article No. 47 (2001).
Slide 12 - What is Banner Blindness? A phenomenon in web usability where Internet users tend to overlook banner-like information. The term is coined by Benway and Lane (1998)1 1 Benway, J. P. and Lane, D. M. (1998) "Banner Blindness: Web Searchers Often Miss "Obvious" Links" http://www.internettg.org/newsletter/dec98/banner_blindness.html
Slide 13 - Research on Banner Blindness Heatmaps from eyetracking studies by Nielsen Norman Group Nielsen, J. “Banner Blindness: Old and New Findings”. August 20, 2007. Alertbox. 15 March. 2008. < http://www.useit.com/alertbox/banner-blindness.html >
Slide 14 - Research on Banner Blindness When participants of Benway’s study were asked to find specific information on a web page, the information was not found if it was embedded in a banner. Banner located a the top of the page tended to be ignored more often than banners located lower from other links. Benway, J. P. and Lane, D. M. (1998) "Banner Blindness: Web Searchers Often Miss "Obvious" Links" http://www.internettg.org/newsletter/dec98/banner_blindness.html
Slide 15 - What the Researchers Found People read Web pages in an F-pattern, narrowing their focus as they scroll down a page of content. Quick scanning is more common than reading. On hundreds of pages, users show almost no fixations within advertisements. User also do not fixate within design elements that resembles ads, even if they are not ads. However, people do look at sponsored links on search pages and images on search pages. Nielsen, J. “Banner Blindness: Old and New Findings”. August 20, 2007. Alertbox. 15 March. 2008. < http://www.useit.com/alertbox/banner-blindness.html >
Slide 16 - Research on Online Ad Effectiveness IAB's cross media optimization studies (XMOS) reported: McDonald's traditional TV and radio campaign increased brand awareness by 187% during the two-week ad blitz, the extra 12% devoted to online ads yielded an increase of 232%. McDonald's also said it found the Internet an effective tool for reaching its target 18-to 49-year-old target market. Morrissey, B. “Net Ad Industry Pushes for Bigger Slice of Media Pie”. October 21, 2002. ClickZ. 15 March. 2008. < http://www.clickz.com/showPage.html?page=1485531 >
Slide 17 - Argument for Banner Ads It is effective for increasing brand awareness and brand recognition, given enough repetition, especially among the 18-to 49-year-old target market They don’t bring in tens of thousands of leads every hour, but they can find themselves in front of the right people, at the right time, with the right message Website is not ready to give up key revenue source. Nielsen, J. “Banner Blindness: Old and New Findings”. August 20, 2007. Alertbox. 15 March. 2008. < http://www.useit.com/alertbox/banner-blindness.html > Steel, E. “Marketers seek a banner-blindness cure; videos, mini web sites help steer eyes to ads often ignored by users”. Wall Street Journal (Eastern Edition). New York, NY: June 20, 2007. 15 March. 2008.
Slide 18 - Improving Banner Ads Effectiveness Banner ads need to be well-placed and contain relevant information to targeted visitors Incorporating live video campaign creatively (e.g. GE’s ecomagination campaign promoting green energy) Incorporating mini-Web sites within the box of a banner ad.(e.g. http://imdb.com/) Make use of 3 most eye-catching design elements: plain text, faces and cleavage (or other “private” body parts) Nielsen, J. “Banner Blindness: Old and New Findings”. August 20, 2007. Alertbox. 15 March. 2008. < http://www.useit.com/alertbox/banner-blindness.html > Steel, E. “Marketers seek a banner-blindness cure; videos, mini web sites help steer eyes to ads often ignored by users”. Wall Street Journal (Eastern Edition). New York, NY: June 20, 2007. 15 March. 2008.
Slide 19 - Avoid the Unfavorable Practices Putting up excessive ads in one web page. Making the ads look too much like content to trick visitors Making the banner ads look like dialog boxes complete with fake OK and Cancel buttons Putting banner ads that distract user from reading or navigating through the main content Nielsen, J. “Banner Blindness: Old and New Findings”. August 20, 2007. Alertbox. 15 March. 2008. < http://www.useit.com/alertbox/banner-blindness.html >
Slide 20 - Conclusion Banner blindness is real Banner ad is here to stay Design carefully to avoid the banner blindness effect Jazz up and redesign banners to attract users in a fresh, innovative way Users’ distrust is not helping advertisers’ cause Nielsen, J. “Banner Blindness: Old and New Findings”. August 20, 2007. Alertbox. 15 March. 2008. < http://www.useit.com/alertbox/banner-blindness.html >
 

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