Browse Definitions :
Definition

banner blindness

Banner blindness is the tendency of people to ignore banner ads on Web sites. In 1998, Benway and Lane, a research team, reported the results of studies requiring users to find information located in banner ads. Contrary to the prevailing marketing philosophy that the larger an item on a Web page, the greater its perceived visual importance and likelihood of attracting attention, Benway and Lane found that users had more difficulty finding information when it was located in a banner ad. Benway and Lane called this phenomenon "banner blindness." Experts believe that banner blindness occurs because experienced Web users are in "search mode" and tend to ignore banner ads as irrelevant for their search.

Today, one index of the effectiveness of a banner ad is its click-through rate, a percentage calculated by dividing the number of times a banner ad appears on a site by the number of times the ad is clicked on. Although experts agree that banner blindness is probably the main cause of low click-through rates, other studies have shown that banner ads are recognized by users and provide branding value for the advertiser.

Also see: Advertising terminology on the Internet

This was last updated in September 2005

Continue Reading About banner blindness

Start the conversation

Send me notifications when other members comment.

Please create a username to comment.

-ADS BY GOOGLE

File Extensions and File Formats

SearchCompliance

SearchSecurity

  • computer worm

    A computer worm is a type of malicious software program whose primary function is to infect other computers while remaining ...

  • Single Sign-On (SSO)

    Single sign-on (SSO) is a session and user authentication service that permits a user to use one set of login credentials (e.g., ...

  • Certified Information Systems Auditor (CISA)

    Certified Information Systems Auditor (CISA) is a certification issued by ISACA to people in charge of ensuring that an ...

SearchHealthIT

SearchDisasterRecovery

  • business continuity plan (BCP)

    A business continuity plan (BCP) is a document that consists of the critical information an organization needs to continue ...

  • disaster recovery team

    A disaster recovery team is a group of individuals focused on planning, implementing, maintaining, auditing and testing an ...

  • cloud insurance

    Cloud insurance is any type of financial or data protection obtained by a cloud service provider. 

SearchStorage

Close