In life, it’s natural to become desensitized to things. Depending on your occupation, your movie or TV show preferences or even your video game or social media habits, it’s likely that you have become desensitized to one thing or another in your lifetime. Desensitization is an emotional response (or lack of response) due to repeated exposure of a stimulus. If we are repeatedly exposed to the same thing over and over again, our brain starts to lessen our responsiveness to it.
In digital marketing, there is a fairly new type of desensitization called “Banner Blindness.” Yes, it’s a real thing. Have you ever been to Times Square? It’s a smorgasbord of digital and visual advertisements. How do you even begin processing anything when your brain is so hyper-loaded with stimuli? Well, banner blindness is kind of like that. In a nutshell, it’s a form of selective attention where online users ignore information presented in banners. It can be conscious or unconscious but is usually done to avoid interacting with ads that tend to disrupt their user experience.
As a Dealer, your business relies heavily on online advertising to attract potential customers. However, banner blindness can significantly hinder your ability to capture the attention of potential customers because when people ignore your ads, you don’t earn revenue or generate interest in your dealership.
So the question is…how many promo banners are too many, and how do I avoid this digital illness called banner blindness that might be causing my banners to underperform?
First, it’s important to understand that if your banner ads are underperforming, it doesn’t necessarily mean it has anything to do with the design. You can have the most incredibly designed banners and still fall victim to banner blindness. Although there is currently no “click here to turn off banner blindness” button when finalizing your ad, here are a few things you can do to combat this form of digital desensitization.
Too Many Banners are Never a Good Thing
Compelling Visuals and Messaging
Let’s be clear, digital ads aren’t always a guaranteed hit, but they are essential in today’s cyber-driven world. Although banner blindness can pose a challenge for Dealers, there are ways to adapt and deliver meaningful, relevant banner ads that work. By understanding the banner blindness phenomenon and implementing strategies such as contextual relevance, compelling visuals and messaging, and native advertising, you can break through the noise and engage with your target audience effectively by maximizing your online presence, driving engagement, and ultimately increasing your chances of converting leads into loyal customers.
Got questions? As always, Leadbox is here to help.
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