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- Cointelegraph Formula offers various ad formats to 8 million monthly readers across 190+ countries, leveraging its trusted name in crypto.
Banner Blindness Definition
Banner blindness refers to the phenomenon where users, familiar with website layouts, overlook or ignore banner ads, especially if they appear intrusive or irrelevant. It affects the visibility and performance of display advertising, prompting the need for creative innovation.
How Banner Blindness Works
- Users develop habits of skipping over common ad placements (e.g., sidebars, headers).
- Repetitive or poorly designed ads reinforce avoidance behavior.
- Native ads, interactive formats, or contextual relevance help counteract blindness.
- Marketers analyze engagement metrics to detect and address the issue.
Example of Banner Blindness
Visitors to a news site habitually skip past sidebar banner ads, resulting in low click rates and engagement.
Why Banner Blindness Matters in Advertising
- Impacts campaign visibility and reduces CTR
- Encourages advertisers to innovate with placement and design
- Drives adoption of more engaging formats like native or interactive ads
- Understanding user behavior helps improve display ad performance
