ClickZ looks at a new study from the Nielsen/Norman Group which finds internet users still suffer from “banner blindness”; the condition that rich media advertisers find most annoying.
“People are not looking at the typical blinding, graphical ads,” said Nielsen Norman Group Director of Research Kara Pernice Coyne. “They are not [looking] enough time to absorb a complex ad or branding message.”
The study doesn’t really reveal anything new. Marketers have seen the decline of banner-ad click-thrus for years, and we all know that it takes a particularly eye-catching banner ad to see any success these days.
Ironically, the study reveals that banners that look more like simple text, end-up doing well.