Banner Blindness

Increasing the noticeability of an ad on a website

Banner blindness is a phenomenon in web usability where visitors to a website consciously or subconsciously ignore banner-like information, which can also be called ad blindness or banner noise. The term "banner blindness" was coined by Benway and Lane as a result of website usability tests where a majority of the test subjects either consciously or unconsciously ignored information that was presented in banners.

Today the digital marketing has come to a revolutionary phase and there is a need to optimize the digital banners and increase their visibility. Marketing in digital space has a lot of potential and unsolved areas which can be explored to help the companies market their brands/products/services/ideas effectively.

The project will focus on analyzing the behavior of the website visitor (reader, shopper, or a casual browser) and will use digital ad space as a tool to increase the noticeability of the ad on the websites. Objectives will be to determine the components of the ad that will grab the focus of the website visitor and analyzing the behavior and making a sequence in which ads can be placed to increase the visibility as the user browse through the web pages.