arstechnica.com— Research suggests that banner ads are effective not because of click-throughs, but because they foster a familiarity with a product that promotes positive feelings.
May 19, 2007View in Crawl 4
I've been on the Internet too long to notice banner ads. I don't bother with ad blockers, because I just don't care that much. Sure, once in a while I'll notice a nice flash game banner ad, but I always stop playing before its going to forward me, and I seldom notice which product it's promoting.
I personally don't click on banner ads. I block them because they're ugly and annoying and make site layout ugly. If I'm interested in something I'll search for it and research it with Google. If I were to click on an ad just because I like the site and don't buy anything from the advertiser, I'm screwing the advertiser just as much as the referring site if I didn't.
From the FA:"A quick test: how many of you can name the product being advertised in the banner ad at the top of the page?"Adblock? I did not even know arstechnica had banner ads. So 1999.
The article is fairly balanced and sums it up well:"So, the psychologists have a better grip on their theories, and advertisers have a few things to consider. The first is that banner ads may provide a valuable function in fostering familiarity even if those that view them never click through to the source of the ads. The downside for advertisers is that any evaluation of the positive impressions that this familiarity creates, even one based on false premises, is enough to make those positive feelings vanish. This suggests that familiarity-based advertising may work best for impulse buys, where more detailed evaluations aren't likely to occur. More importantly, this gives us a glimpse into the way our unconscious works with visual stimuli."
syafthegeekMay 20, 2007
Banner ads. You can't live with or without it.
dielawnMay 20, 2007
everytime i see the bowflex banner i wanna workout.
netrilixMay 20, 2007
I've been on the Internet too long to notice banner ads. I don't bother with ad blockers, because I just don't care that much. Sure, once in a while I'll notice a nice flash game banner ad, but I always stop playing before its going to forward me, and I seldom notice which product it's promoting.
schroederMay 21, 2007
I personally don't click on banner ads. I block them because they're ugly and annoying and make site layout ugly. If I'm interested in something I'll search for it and research it with Google. If I were to click on an ad just because I like the site and don't buy anything from the advertiser, I'm screwing the advertiser just as much as the referring site if I didn't.
phlogiston99May 21, 2007
From the FA:"A quick test: how many of you can name the product being advertised in the banner ad at the top of the page?"Adblock? I did not even know arstechnica had banner ads. So 1999.
Closed AccountMay 21, 2007
IM IN UR BANNER ADZ FAMILIARIZIN U WITH OUR PRODUCTZ
evjohnsenMay 25, 2007
The article is fairly balanced and sums it up well:"So, the psychologists have a better grip on their theories, and advertisers have a few things to consider. The first is that banner ads may provide a valuable function in fostering familiarity even if those that view them never click through to the source of the ads. The downside for advertisers is that any evaluation of the positive impressions that this familiarity creates, even one based on false premises, is enough to make those positive feelings vanish. This suggests that familiarity-based advertising may work best for impulse buys, where more detailed evaluations aren't likely to occur. More importantly, this gives us a glimpse into the way our unconscious works with visual stimuli."
t3signdesignJan 20, 2009
Banner ads are still effective. they contribute in brand awareness. And in order for the message to be rememberes, banner positioning is essential.