Banner blindness is overrated |
Not so long ago I’ve quoted Seth Godin in Banner ads for brands blog post. In it, Seth talks about an overlooked benefit of banner ads, which is branding.
Now, according to the results of an experiment conducted by Neuromarketing, it seems that banner ads work very well in the name recognition and branding process. At least for colleges.
They ran a 30-day test on College Confidential, a community for “college-bound high school students”. They chose three colleges with fairly low national-wide name recognition and ran ads for them the whole period. Meanwhile, a research company measured name recognition and school familiarity before and after the campaign.
Name recogniton was boosted from 22.3% – 34.2%, and school familiarity was lifted from 14.7% – 24.3%. (Name recognition was indicated by the response, “I have heard of the school, but know almost nothing about it” and familiarity by, “I know where it is located and a little about their programs.”)
Banner blindness, apparently, is somewhat overrated. This lift wasn’t all subliminal – a few of the surveyed students made comments in the post-exposure survey like, “Of course I’ve heard of them, I’ve seen the ads on your website!”
Read this very interesting article at Neuromarketing.com in whole by clicking here.
October 15th, 2009 at 3:01 am
Banner blindness I believe is over-rated somewhat. But the fact is when a user is exposed to the same banner on many websites, he/she becomes to like the brand being advertised.
+ you can’t really say banner ad’s aren’t as effective. Because a web banner does take up more space but it is only one site being advertised. On Google ads and other ad network PPC schees there is sometimes 4 ads on each segment and they share the same CTR.
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