Put aside your Facebook page, your mobile apps and skywriting, it’s time to get back to basics. Casale recently released a report about the good old fashioned banner ad and though the results weren’t surprising, they do bear repeating. Repetition is good.
The study found a huge jump in response rate for ads shown five or more times.
The study also reinforces the concept of “above the fold” saying that those ads are seven times more effective than those that go below. People are lazy, they don’t scroll, but what about on a tablet where it’s as easy as swiping your hand? Will the “above the fold” rule still apply? Will it become even more important? Will we eliminate the “fold” altogether by designing pages that fit the screen size in the way an app does?
Along these same lines is the concept of banner blindness for ads further down the list. Casale’s research shows that users are more likely to click on the first few ads they see. After that, performance drops off with each additional ad. What that means is you could lose all of your “above the fold” points if there are six ads above yours on that same page.
Finally, they noted that clutter is the enemy of the ad, as is engaging content. If the reader is really into the article, they aren’t going to notice the ad. So look for boring pages with a lot of white space!
Seriously, repetition works and though it’s important for marketers to keep up with the latest trends, it’s also good to remember the tried and true lessons we learned when online advertising was new.
ETA: Not only is Repetition good, it also helps to spell it right!