Why do internet users ignore clicking on Banner Ads?

Every time internet users visit a website, they end up shell shocked because of the number of banner ads that show up instantly. As a result of this, internet surfers have now become “banner blind”, the natural tendency is to ignore the presence of such advertisements with due respect (yes, sarcasm intended), avoiding even accidental clicks. In fact, people have started using the ad blocking plugins available for most of the web browsers which help block these ads, avoiding any scope of clicking on them whatsoever.

On the contrary, from an advertisers point of view, who’d expect a good click through rate on the banner ads that they’re showcasing over various websites, things ain’t really up to the mark as per their expectations. Well, it seems as if the value of banner ads is going down, especially due to the fact that most of these ads aren’t relevant for many of the internet readers and all the more end up interrupting one’s internet browsing experience.

Besides stating the most basic reasons behind why banner ads are ignored (like literally), this blog will also focus on giving some food for thought to the advertisers about how to make this process of Online Advertising more legit and result driven.

But before we move ahead, here is a brief HISTORY of Banner Ads

The very first Banner Advertisement showed up over the internet on 27 October 1994.

A website called HotWired, now better known as Wired, showcased the first banner ad on behalf of AT&T(see above pic). Thereafter, Banner Ads became a great scope for advertising and turned out to be a huge success, powering the world wide web’s first explosion! For the very first time, advertisers got a chance to analyse how many people viewed their ads and how many clicks they generated through them. This clearly highlighted the potential of Banner Ads and since then Banner Ads became quite mainstream. Now, you can find them everywhere, on almost every website, at the sides,top or bottom, seeking your mouse click.

What are the standard sizes for Banner Ads ?

Well, Banner Ads can vary when it comes to their sizes and placement on a webpage. The Ad sizes have been standardized by the IAB(Interactive Advertising Bureau) standardization. Prior to IAB, there were almost 250 different sizes for Banner Ads. Here is an image that will highlight the current standard sizes of Ads as per industry standards.

Regardless of the recent stipulations and re-evaluation of the concept of placing banner ads, online advertising has turned into a venture worth $24 billion. It all started from a simple 468 pixel Banner Ad and gradually mutated into pop-over , pop-under and even complete site take overs. Nowadays almost all the companies push their businesses via banner ads, keeping web journalists busy.

  

Now, moving to the most frequently asked query, i.e., “why don’t people click on banner ads” ?

Here’s why...

1) Perhaps they are Irrelevant for the audience

Many a times it is possible that the ads end up being irrelevant for the viewers. For instance, showing a football ad to a cricket fanatic. Well, if you ain’t making the best utilization of the data that you have gathered about your users, it would be pointless to incorporate your time and money into any such advertising campaigns.

It is always recommended to target content to people who find it useful. Make use of factors such as the geographic location, job titles,likes and dislikes of your users and try to present your audience with specific and more precise ads. Do remember that even a good banner ad can be as effective as a full scale content.

    2) Are your Ads distracting the user ? 

Some of the advertisements on the web seem to be twitchy, full of flashy neon signs.These are outdated techniques and layouts which seem irrelevant now. To be really straightforward, DO NOT get in the way of the readers.If your ads are hindering them from doing what they came to your site for, you might as well see a fall in the user engagement rate for your banner ads and at the same time you might as well suffer from loss of some potential traffic. One thing that the users don’t want is to be SOLD to. Hence ad’s that appear more informative and showcase genuinity rather than straight forward promotion tend to receive more views and clicks organically. People have heard enough of “ buy now ”, “ we are the best ” and other promotional gimmicks. It’s high time the advertisers start ideating to come up with something more relevant for the users, something more creative, appealing and worth a click.   

3) Are your Ads in line with the readers purchase  intentions ?

Optimize the readers purchase intent by presenting with ads based on the certain activity criterias such as present customers, previous purchases, downloads etc. Make use of these cues from your own database to activate the dynamicity of the content that your present before them. For instance, if a reader downloaded the catalogue that you offered  first, on his next visit to your site you can present him with a webinar, a PDF guide or something like that showcasing a pragmatic approach towards making the readers web browsing experience much better.

      4) Mobile Optimization matters a lot

Image: http://static6.businessinsider.com/image/5b37544b456d92493e5a4400/apple-buying-mobile-ad-network-quattro-for-275-million.jpg

Is your site mobile optimized? Well, if not, then the user would have to zoom into the screen to view the content on the banner ad. As a result the readers either click on the ads accidently, or simply ignore them. And now that there are many Ad Blocking services available, there is a possibility that all your effort might go in vain and might further lead to a serious decline in your banner ads being presented altogether. Hence, ensure that your site is mobile optimized.

From an Advertisers point of view here are a few things to keep in mind prior to creating revenue generating CLICKABLE Banner Ads.

●    Ensure that the value proposition remains clear

The internet is flooded with ads already. They are here , there and everywhere ! This is another reason behind people ignoring them. If the intent of your Ad is unclear, nobody is going to pay attention to what your saying through those contents of yours. So try not to beat around the bush. Instead, keep it simple, silly!

For instance : 

●   Make use of good copy, trim off the unnecessary text

As per the experts, lesser words have more impact, provided you choose the best words defining what you are trying to provide your readers with. in other words, a good copy needn’t be lengthy.So eliminate the fillers and keep it upto the point, straighforward and catchy.

For instance:

●   Be more human with your Ads- Make them Personable

Here is the deal, try to treat your readers more humanely, as they aren’t bots. It is understandable that you seek clicks on your Ads, but nevertheless DO NOT FORCE anything on to your readers and avoid use of any obtrusive harsh words.

For instance:

  

Online advertisements are definitely savvy and cost effective, provided you have the right approach to it. Moreover, they’re quite valuable for data-driven segmentation , audience targeting and channel targeting as well. However, what ain’t cost effective is going in without a clear strategy for how you’ll connect with your target audience and really solve their problems via these advertisements and definitely not increase their web surfing frustrations.