Post by ivykhan885 on Mar 6, 2024 10:59:29 GMT
Digital is one of the most promising channels for companies, as it is a place full of users who are constantly connected and potentially interested in the products and services offered. Despite the opportunities, however, online is also a constantly changing space full of challenges to face in order to remain competitive on the market and encourage constant growth of your business. In particular, to date, one of the main threats is the saturation of these contexts and the amount of continuous information to which we are subjected. In fact, every day we come into contact with an exorbitant amount of news and advertisements which, in some way, lead our mind to develop selective attention , that is, to concentrate on some information and ignore others. In the context of digital promotion, this cognitive mechanism, referring to specific types of advertising, is called banner blindness , but what is it in detail? Is it possible to reduce its effects? How? We answer these questions in detail in the article and see how the twenty-year experience of digital companies like Ediscom can be effective for the development of successful advertising strategies, which lead brands to obtain
a good return on investment, as well as high performance . What is banner blindness? A detailed definition As already mentioned, online users constantly come into contact with different forms of advertising. Among the most widespread today are especially banners, i.e. promotional content displayed on a web page in the form of an image, static or animated, which has the aim of promoting a brand and bringing traffic to its site. Despite the effectiveness of this type of advertising, however, several studies have shown how, while Australia Telegram Number Data browsing, subjects tend to ignore such adverts, preferring instead the links inserted in the text. This phenomenon has been defined as banner blindness or even banner blindness, to underline the propensity of individuals to neglect any form of promotion or anything that may appear at first glance to be advertising content, such as a logo or the name of the site itself. In detail, it is a cognitive mechanism that the human mind unconsciously activates when it comes into contact with companies.
promotional advertisements. Why does all this happen? According to scholars, it is a form of defense , determined by the excessive overload of information to which subjects are constantly subjected , even more so within digital places. This is because the human brain has limited processing capabilities and is able to process a few bits at a time, consequently it only takes into consideration contents considered to be of value and instead tends to exclude what it does not consider as such. Aware of this, then, how can brands face this challenge and reduce banner blindness? We will see it in the next paragraph. Native advertising: banner blindness's solution As can be deduced from what has been said so far, banner blindness risks becoming a major obstacle for companies that intend to promote themselves and their products or services online. This, in fact, can have a serious impact on advertising strategies, which, even if well studied and designed, may not obtain the desired result and, therefore,
a good return on investment, as well as high performance . What is banner blindness? A detailed definition As already mentioned, online users constantly come into contact with different forms of advertising. Among the most widespread today are especially banners, i.e. promotional content displayed on a web page in the form of an image, static or animated, which has the aim of promoting a brand and bringing traffic to its site. Despite the effectiveness of this type of advertising, however, several studies have shown how, while Australia Telegram Number Data browsing, subjects tend to ignore such adverts, preferring instead the links inserted in the text. This phenomenon has been defined as banner blindness or even banner blindness, to underline the propensity of individuals to neglect any form of promotion or anything that may appear at first glance to be advertising content, such as a logo or the name of the site itself. In detail, it is a cognitive mechanism that the human mind unconsciously activates when it comes into contact with companies.
promotional advertisements. Why does all this happen? According to scholars, it is a form of defense , determined by the excessive overload of information to which subjects are constantly subjected , even more so within digital places. This is because the human brain has limited processing capabilities and is able to process a few bits at a time, consequently it only takes into consideration contents considered to be of value and instead tends to exclude what it does not consider as such. Aware of this, then, how can brands face this challenge and reduce banner blindness? We will see it in the next paragraph. Native advertising: banner blindness's solution As can be deduced from what has been said so far, banner blindness risks becoming a major obstacle for companies that intend to promote themselves and their products or services online. This, in fact, can have a serious impact on advertising strategies, which, even if well studied and designed, may not obtain the desired result and, therefore,