It’s no secret that we’re not big fans of the banner ad business — and, in fact, part of what we’re doing with Floor64 and the Insight Community is helping to offer companies alternatives to wasteful spending on straight banner ads. Just a couple months ago, I moderated a panel at a marketing conference, where we talked about “the death of the banner ad.” And, while every person on the panel admitted that banner ads aren’t particularly effective, they said they still bought them, just because it’s part of what you do. However, that may soon be changing. The first hint may have come earlier this year, when people started realizing that banner ads on hot social networking properties were worthless. And, now, with the financial crisis freaking people out left and right, some are considering pulling back on their ad spending.
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.
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