It’s always interesting to see research confirm something that your gut says is real. Ad blindness is a very real concern for marketers and it is forcing more creativity to get brands in front of the right people at the right time for THEIR right reason. A report from eMarketer shows that Internet users are more likely to act on brand mentions when reading about it in content form rather than advertising form. Not a shock but still good to know rather than suspect. Here’s some info about what is working and what is not.
Advertising like banners may be losing some appeal because there is just too much of it. Online it is difficult to find major sites that aren’t littered with ads in all shapes and sizes and everywhere on the screen. Even those sites that do things ‘tastefully’ can feel pushy after a long day of being pelted with messages.