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Banner Blindness

Definition:

It is the common trend of web visitors to overlook banner ads. It happens even if the banners carry the knowledge that users require.

Information:

The word banner blindness made an entry in the Web community through the 1998 study “Banner Blindness: Web Searchers Often Miss Obvious Links,” via Jan Panero

Benway and David M. Lane.

It is vital to consider that “blindness” is one of the hindrances met by a standard banner. Ad-blocking software does not usually disregard graphical advertisements.

Furthermore, few individuals use the Web with all graphics disabled, while the rest hardly turn off animations. When users are likely to get a hold of banners, inefficient ad servers do not provide banners timely to influence potential spectators.

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