Digital Ad Blindness?

Digital ad blindness occurs when an ad is seen so frequently that the person viewing it becomes “blind” to the ad content – they don’t mentally register it.

This can be pertinent to search campaigns after they run for a very long period of time; but not in most market segments. High-performance PPC campaigns can run successfully for years, with the same ads. Primarily this is an issue with Display Ads, which are based upon a strong image component.

Display ads are fundamentally different than search ads because they are not displayed in response to a search engine query, on the search engine results page.  Instead, they are displayed at targeted spots across the internet, and within apps on mobile devices.  With search ads, there is intent – the person searching is looking to find something.  With Display Ads, we are doing advertising to “audiences” of targeted people who may have an interest, but likely don’t initially have an intent.  In other words, search is a form of direct marketing and display is advertising.

Ad blindness occurs when an ad is seen so many times, it becomes part of the background.  It’s ignored by the subconscious so literally, fails to “make an impression”.

How do we overcome this as advertisers?  In Display campaigns, we are always on the lookout for new images and copies to test against existing ads. We make full use of responsive display ad formats, which can rotate from a selection of images; and we are always on the lookout for decaying ad performance. Digital ad blindness is curable!

Digital ad blindness occurs when an ad is seen so frequently that the person viewing it becomes “blind” to the ad content – they don’t mentally register it.

This can be pertinent to search campaigns after they run for a very long period of time; but not in most market segments. High-performance PPC campaigns can run successfully for years, with the same ads. Primarily this is an issue with Display Ads, which are based upon a strong image component.

Display ads are fundamentally different than search ads because they are not displayed in response to a search engine query, on the search engine results page.  Instead, they are displayed at targeted spots across the internet, and within apps on mobile devices.

With search ads, there is intent – the person searching is looking to find something. Whereas, with Display Ads we are advertising to “audiences” of targeted people who may have an interest, but likely don’t initially have a relevant intent in mind at the time. In other words, search advertising is a form of direct marketing; while display ads are a form of advertising.

Ad blindness occurs when a display ad is seen so many times, it becomes part of the background.  It’s ignored by the subconscious so literally, fails to “make an impression”.

How do we overcome this as advertisers?  In Display campaigns, we are always on the lookout for new images and copies to test against existing ads. We make full use of responsive display ad formats, which can rotate from a selection of images; and we are always on the lookout for decaying ad performance. Digital ad blindness is curable!